The Brand Underground
I'm not sure how to take this article on independent fashion brands from the NYT. On one hand the author is trying to compare independent streetwear labels and associated 'anti-brands' with the underground cultural signifiers that came before them (graffiti taggers; record labels like SST; bands with strong visial identities like Black Flag, etc.) but on the other, the whole thing reads like an advertisement for cooler-than-thou hipster elitists (which is surely the antithesis of the genuine independent, underground spirit the author wishes were there). In the end, I'm left thinking that it's all just commerce, and that money ruins everything worthwhile. #link