Supreme Meets Social Anxiety: Is This *the* Millennial Brand?
::hands over contents of wallet plus 26 cents found in pocket::
In case you are unfamiliar, here is a brief anthropological guide to the lesser-seen American Tumblr Teen:
- chronically single but also capable of stringing together smooth AF pickup lines
- broke but willing to sell kidneys/cobble together funds for Beyoncé tickets
- calls self "garbage," but will fight you if pride is wounded
- longs to be alone but also wants human companionship but also solitude but also loads of texts
With the dichotomy of growing up on the internet, it's not such a surprise that cool-kid brand Anti Social Social Club practically has the resale value of Yeezys, if the rip-roaring trade happening in the comments is any indication.
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Other elements of its success: liberal usage of #millennialpink; making itself rare, producing a very limited number of Pablo-esque T-shirts and hoodies and distributing them via the Kanye model of pop-up shops; mastery of social media; getting Future to wear one of their bombers; and condensing the waffling-ness of youth into one inclusive/exclusive message. Easier said than done, and even harder to buy—all 50 pieces on the site are sold out, which should only increase the clamor.
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Chelsea Peng is a writer and editor who was formerly the assistant editor at Marie Claire. She's also worked for The Strategist and Refinery29, and is a graduate of Northwestern University. On her tombstone, she would like a GIF of herself that's better than the one that already exists on the Internet and a free fro-yo machine. Besides frozen dairy products, she's into pirates, carbs, Balzac, and snacking so hard she has to go lie down.
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