Underground Brands : The Rise Of The Designer Capitalist?
NY Magazine carries a very important look at the activity and motivations of counter-culture capitalists in the US called 'The Brand Underground'. While we think author Rob walker is a tad too romantic when he suggests that modern bohemians are actually underground hustlers like aNYthing's A-Ron who are making dollars from sales of items created by their wry neo-brands (fueled by the internet); there is a huge amount of insight about modern entrepreneurs and tomorrow's business world.
And guys like A-Ron are supposed to know that better than anybody. Which is why the supposed counterculture nature of his brand might arouse some suspicion. Manufactured commodities are an artistic medium? Branding is a form of personal expression? Indie businesses are a means of dropping out? Turning your lifestyle into a business is rebellious?