Regalia

Regalia, as its etymology suggests (from L. rex, regis), are the king's insignia. By a natural extension, anyone's insignia, colors, banners. We like to fly the colors to the point of identifying with them. We identify with flags and labels and logos and certain words. There is a stupid satisfaction one gets from flaunting logos like 'Trek' and 'Jeep.' See? Me ride Trek bike. Just like Lance Armstrong.

The name of my Bell bicycle helmet model is 'Paradox.' That clinched the purchase for me.

Philosophers hate a contradiction but love a paradox.