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The Subculture Summer on The Viral List

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Performative matcha-drinking men, TV subcultures taking over the summer, and brand posts about Taylor Swift’s new album are going viral…

TL;DR

  • This summer, no one big trend has gone mainstream, just fandoms having their own viral moments
  • After news of Taylor Swift’s next album, brands celebrated alongside Gen Z using her new era’s color scheme
  • Young men are being called “performative” for pretending to love hobbies, causes, or even coffee just for clout
This summer belongs to subcultures, with each niche thriving in its own bubble   It’s the middle of August—some schools are back in session, football is kicking off—and yet…no single trend has taken over the summer. According to Gen Z, there’s no big song, trend, or cultural moment defining a “vibe” for the season—just a mix...

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