Indie culture and how we live in mass indie times. 

hipster sit wall

(image sourced via someguydailynews)

In the early 2000’s, the independent lifestyle free from corporate power was being approached in a wholly new way by a subset of young, urban alternatives. This group sought a bohemian lifestyle, cultivating an aesthetic of quirkiness by searching for increasingly undiscovered art, music, clothing and food. It was all about conscious consumerism by eating from local food markets, dressing from thrift and vintage stores and biking as opposed to driving, with the goal being to carve out a safe space, free from corporate power and advertising.

macklemore thrift shop

(image sourced via npr)

Of course, in our current society, subcultures do not last long without eventual marketization to the larger public. Mimicking countercultures can be big business, dissecting their aesthetics to be repackaged and sold to a broader audience. Nearly fifteen years later, the corporate high-jacking of the indie culture from the early 2000’s is nearly complete.

Nowadays, many people strive towards the aesthetic, while much of the original ideological aims are lost. After all, living the corporate-free lifestyle is difficult, with the dumpster diving, stinky thrift stores, difficult biking, expensive groceries and all. It is especially hard when it seems all the corporations are so conveniently selling empty authentic-looking knock-offs. With all the competition, there have been a few companies and events that have risen to the top regarding their ability to recreate the countercultural experience for those that aren’t ready to commit. Here are the top offenders: