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?

'Times Magazine' Validates Your Sartorial Irony

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

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