In case you missed it, there was a fascinating piece in this week's Times Magazine concerning consumption and identity. Rob Walker, the paper's resident expert on consumer behavior, examined three "underground" t-shirt companies in an attempt to explore the significance of branding to hipster youth. This article is well worth your time, providing a perspective on how a new generation negotiates with consumerism. The most important questions raised are these: Can a hipster t-shirt be as incendiary as a rock anthem? Is a cool logo some kind of manifesto? Does shopping for weird new stuff make you subversive?

The correct answer to all three is, "Fuck, yeah."

The Brand Underground [NYT]
Hot Piece of Twat [Gawker Shop]

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