In the race to get out in front of the latest trend, the winning strategy is to be yourself.

“In a business where we have to chase Cool, how can we keep up?”

This is the question posed in a new article on The Hundreds, a online mag and clothing company dedicated to keeping tabs on street subculture and general lifestyle trends.

In a mobile Internet Age where (almost) everyone is constantly tapped into a global information source, trends can blow up in a matter of hours, and die just as quickly. So if you happen to be in an industry that tries to cater to these zeitgeisty whims, how does one keep pace?

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