A decade ago, brands commodified the original hipster look and made the counterculture mass-market, which ignited sales for Urban Outfitters and American Apparel and sparked the mainstreaming of vintage clothing.

A decade ago, brands commodified the original hipster look and made the counterculture mass-market, which ignited sales for Urban Outfitters and American Apparel and sparked the mainstreaming of vintage clothing. But those same brands have not kept up with the shift in youth culture to a “new wave that cares about authenticity.” Continuing to sell an aesthetic that is “no longer exciting” has also contributed to their major losses, as “restrained” and classic styles have replaced the deliberately offbeat looks that were once so popular. (Racked)