That was hilarious. Love the twisty setup and small diversions. And having lived in London, I can just picture him up at 7 Dials in some Goth shop feeling like life might be easier over at Marks&Spencer on Oxford St., only to find a different sort of unease. I'm convinced that M&S hires two types. Super snobs that they train down to "ordinary snob" and total losers that they gift with the opportunity to become an "ordinary snob". Quite the step up in life.
PS: You might like Etgar Keret.