"American Apparel has also become synonymous with the New York 'hipster' movement. Hipsters are the latest development in youth culture. They are young, good-looking graduates who work in a non-specific creative field, and dedicate themselves to the business of being as directional and cutting edge as they can be.
Their spiritual home is Williamsburg, a recently revived area of Brooklyn, rammed with organic coffee shops, tiny boutiques, galleries and independent bars. They dress exclusively in vintage, hats, designer one-offs produced by their hipster friends - and American Apparel. They're bloggers and clubbers and denizens of art parties, a kind of new-new bohemian. Hipsters are something of a joke in New York (as YouTube's Hipster Olympics video testifies); they're pretentious and over-attached to irony and they inspire vitriol in everybody. 'These hipster zombies... are the idols of the style pages, the darlings of viral marketers and the marks of predatory real-estate agents,' writes Christian Lorentzen in an article published in the New York edition of Time Out magazine, 'Why The Hipster Must Die', which references the hipsters' association with American Apparel. The hipster brand, and the American Apparel brand, are indistinguishable."
(From Polly Vernon for The Observer via Susie Bubble; photo credit: AmericanApparel.net)
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