Terrific article about streetwear .

I just came accross a terrific article from the NY times regarding streetwear , it touches on the social, commercial, and cultural aspects of the lifestyle/culture , in a smart-intelligent and fresh viewpoint. Features A-Ron, aNYthing, The Hundreds, and more!

Heres a couple of the better quotes from the article


One reason an underground brand sounds nonsensical is that countercultures are supposed to oppose the mainstream, and nothing is more mainstream than consumerism. But we no longer live in a world of the Mainstream and the Counterculture. We live in a world of multiple mainstreams and countless counter-, sub- and counter-sub-cultures.



If A-Ron and his crew are the ideological descendants of the scenesters who clustered around Warhol in the Factory period or hung out at CB’s in its heyday, then perhaps they’re trying a new tactic in the eternal war against the corporate suits who co-opt the rebellion, style and taste of every youth culture and sell it right back to the generation that created it.


The article touches on Ben and Bobbys relationship as well, stating :
their mutual horror of becoming the respectable suit-wearing drones their parents wanted them to be

and my personal favourite
One thing that makes these upstarts harder to write off than the familiar waves of M.B.A.’s declaring that Internet companies are rebellious or that being a middle-management “change agent” is the new rock ’n’ roll is that, for all the literal and figurative headaches, they are sticking to their ideas. It just happens that their ideas are tied up in products


Something I can definetly relate to right there. That is actually one of my motivations to do something alternative such as the whole v3/collectiv3 project.

It allows me make an impact not through a not through another company, or as a mere "numbered employee" following an expected path, but doing something for myself, which reflects me as an indivdual


Be SURE to click this link, its a must read for anyone who thinks more deeply about the streetwear scene.
NY TIMES article