But just what is it about cities and their streets that makes them such effective bases for a successful brand? By highlighting the subcultures and cities from which they have emerged, streetwear brands anchor their roots in authentic subcultures. “Perhaps the most sceptical group of consumers are the millennials,” says Dr Dimitrios Tsivrikos, a consumer psychologist at University College London. Facebook Twitter Pinterest Preserving urban culture ... Long Live Southbank succesfully campaigned to keep the skate park along the river Thames in London for skaters like Biko Dadzie Issah. Think high fashion and Paris, or cars and Germany.”It may be the belief that urban subcultures are founded on love, rather than money, that makes them seem authentic.

Source: The Guardian October 07, 2016 06:22 UTC