Hi there,

There are two types of brands:

The ones that build culture. The ones that leech off it.

You see the leeches everywhere. Open Instagram, scroll TikTok. Brands scrambling to fit in, dropping slang they don't understand, hijacking aesthetics, mimicking underground movements—all while hoping no one calls them out.

Here's what they don't get: subcultures aren't naive. They can smell a fake from miles away, especially when it's a company looking to cash in. Authenticity isn't a marketing tactic you can deploy overnight. It's credibility you earn through genuine contribution over time.

If you're a marketing strategist, remote creative, or brand builder who actually wants to contribute to culture instead of stealing from it, this is your moment.

Let's break down how brands can connect with subcultures the right way and what to avoid if you don't want to be just another trend-chaser.

The Problem: When Brands Get It Wrong

In the creative industry, we excel at creating concepts. It's what we do: developing ideas, crafting language, defining trends. Fair enough. The problem starts when we disconnect from what those ideas actually represent.

Many brands talk about "niches," "audiences," or "subcultures," treating them like marketing segments to be conquered. But they forget one crucial thing: these are real people with deep values, beliefs, and a strong sense of identity.

This is where the "Try-Hard Effect" kicks in.

Take fast fashion's approach to punk aesthetics. Ripped jeans, leather jackets, safety pins – mass-produced and sold at mall prices. It looks the part, but does it have anything to do with actual punk culture? Not even close.

• Punk is anti-corporate. Fast fashion represents everything punk stands against.

• Punk is DIY, rebellious, and anti-capitalist. These brands mass-produce cheap clothes using unethical labor.

• Punk has real voices and history. Fast fashion strips away the meaning and sells just the look.

In 2016, Joe Corré – son of Sex Pistols manager Malcolm McLaren and punk icon Vivienne Westwood – burned $6.8 million worth of punk memorabilia on the River Thames. His protest? How mainstream brands had co-opted and commercialized punk culture beyond recognition.

These brands thought they could purchase punk credibility with the right styling. What they discovered is that cultural legitimacy doesn't work that way. You can't shortcut your way into a movement that was built on rejecting everything your business model represents.

And this isn't isolated. Brands have tried to "embrace" subcultures without understanding them, only to get called out.

You can't connect with a movement if you aren't embracing it.

How the Mainstream Kills What It Copies

There's a theory called the "Cultural Innovation Lifecycle," coined by Canadian sociologist Sarah Thornton. It reveals a predictable pattern: how subcultures start raw and authentic, only to get watered down and exploited once mainstream brands smell money.

Here's how it unfolds:

1. Innovation (The Underground Stage)

A subculture is born. It's raw, niche, and fiercely anti-mainstream. It challenges norms, rejects the status quo, and speaks in a language outsiders can't crack.

Everything from style to slang gets created by the community itself. This is pure cultural creation – no focus groups, no market research, just authentic expression from people who desperately need to be heard.

Think early hip-hop, punk, or grunge. These movements weren't born in boardrooms; they erupted from garages, warehouses, and street corners.

2. Adoption (The Cool Kids & Early Influencers)

The movement spreads through word of mouth. True believers and early adopters make it visible. These people live and breathe the culture.

This is where authentic brands step in. They contribute to the movement by becoming part of it. They don't try to buy their way in with fat sponsorship checks. Instead, they prove their worth through genuine support and deep understanding.

If you saw someone wearing a Thrasher hoodie in the '90s, you could bet they skated. More than a logo; it was a badge of belonging earned through bruised knees and countless hours perfecting kickflips.

As momentum builds, mainstream media starts paying attention. And that's exactly where things go sideways.

3. Explosion (Mainstream Catches On)

The movement hits mainstream. Celebrities start wearing it. Suddenly, big brands see dollar signs and think they can write a check for instant cultural relevance.

Take grunge fashion in the '90s. High-end designers slapped ripped jeans and flannel on runways. Kurt Cobain hated it. His music stood against everything those fashion houses represented. The irony was completely lost on brands who thought they could purchase rebellion and package it for mall shoppers.

The subculture isn't dead yet, but it's no longer exclusive to those who built it.

4. Overexposure (The Sellout Stage)

By this point, the culture gets watered down. It's been repackaged, resold, and commercialized. The original fans check out because what once required dedication and understanding can now be bought with a credit card.

Tony Hawk video games, Avril Lavigne's "Sk8er Boi," and DC Shoes in every mall capture this phase perfectly. The real skaters? They moved on to smaller, underground brands that still felt authentic.

At this stage, the movement either evolves or dies.

The Blueprint: How to Build Culture, Not Exploit It

We've seen this pattern play out countless times. Most brands either repeat it or break it. If you're serious about connecting with a subculture, here's what you need to understand:

Know the Roots 

If you don't understand where something comes from, you have no business trying to be part of it. Period.

Supreme and Vans? They didn't "tap into" skate culture. They grew from it. Their credibility wasn't purchased through marketing campaigns. It was built through decades of supporting skaters when no one else cared.

Brands that don't get the roots? They get called out immediately.

Earn Your Place 

Subcultures are more than marketing demographics. They don't care about your branding deck. What matters is what you actually bring to the table.

Nike didn't just sell basketball sneakers; they changed the game by making products that elevated players' performance. Their relationship with basketball culture wasn't transactional. It was transformational.

Take Adidas and hip-hop: Hip-hop didn't need Adidas. Adidas needed hip-hop. Run-D.M.C. made the Superstar iconic, and that wasn't part of some corporate strategy. It was real. The brand earned its place in hip-hop history through genuine respect and mutual benefit, not endorsement deals.

Community Over Clout 

If you're trying to sell to a subculture, you're already doing it wrong. The best brands don't sell to a movement. They become part of it.

Harley-Davidson didn't market to outlaw bikers. It simply stood for freedom, rebellion, and anti-authority—the same things the culture represented. The connection felt natural because both the brand and the bikers rejected conventional society. You can't fake that kind of alignment.

So, What's the Move?

If your brand is just looking for clout, don't even bother. Subcultures know the difference between genuine support and corporate cosplay.

If you do care? Show up. Give back. Contribute. And let the culture decide if you belong.

What NOT to Do: Spotting the Red Flags

Trend-Hopping Without Commitment

Too many brands love chasing shiny new trends without doing the homework.

They see a movement taking off and jump in without understanding its roots or history. They think cultural relevance works like a software update – just download the latest version and you're good to go. Big fail.

Forcing the Lingo & Aesthetic

Using Gen Z slang wrong? Cringe. Slapping underground fashion onto a brand that has zero connection to it? Even worse.

There's nothing more embarrassing than a brand pretending to be something it's not. Authenticity can't be manufactured in boardrooms – it's demonstrated through consistent action over time.

Remember Pepsi's activist commercial with Kendall Jenner? They tried to hijack the energy of real protests, thinking a can of soda could solve social injustice. They attempted to purchase credibility with celebrity casting and high production value. The backlash was instant because people recognized the fundamental disconnect between corporate messaging and lived reality.

Ignoring the People Who Built It

If your campaign doesn't involve actual voices from the culture you're referencing, you're just borrowing without permission.

Urban Outfitters thought it was cool to sell "Navajo" clothing, slapping sacred designs on underwear and flasks without any connection to the Navajo Nation. They treated cultural symbols like stock imagery they could license and resell.

The result? The tribe holds legal trademarks on "Navajo" and sued the brand for cultural appropriation. Turns out you can't just steal someone else's heritage and call it fashion.

Brands That Got It Right

The difference between brands that actually belong to a subculture and those that just slap on the aesthetic? Commitment. The real ones don't just take – they give. Their cultural standing wasn't acquired through campaigns. It was built through years of consistent contribution.

Patagonia & Environmental Activism

Patagonia isn't just another brand screaming "sustainability." They walk the walk.

• They donate 1% of sales to environmental causes.

• They straight-up told people not to buy their products (Don't Buy This Jacket campaign).

• They took the U.S. government to court over public land protection.

That's not marketing. That's conviction. No greenwashing. No empty promises. Their environmental credibility wasn't purchased with eco-friendly packaging – it was earned through decades of putting their money where their mouth is, even when it hurt their bottom line.

Red Bull & Extreme Sports Culture

Red Bull didn't just sponsor extreme sports. They built the playground.

• They created events like Red Bull Rampage and Red Bull Stratos.

• They funded athletes before they became mainstream names.

• They embedded themselves so deep into the scene that they became the sport itself.

This isn't a brand trying to be "cool." This is a brand that makes things happen. Their place in extreme sports wasn't bought with endorsement checks – it was earned by creating opportunities that didn't exist before.

Carhartt WIP & Streetwear

Carhartt didn't force itself into streetwear. Streetwear chose Carhartt.

• Originally workwear for construction crews, farmers, and laborers.

• Skaters, graffiti artists, and rappers picked it up organically.

• Instead of slapping "street" on their branding, they launched Carhartt WIP (Work In Progress) – built with the culture, not over it.

Carhartt didn't chase clout. They let the subculture bring them in. Their streetwear credibility wasn't manufactured through influencer partnerships – it was organic adoption by people who valued the brand's authentic toughness and functionality.

So, What's the Secret?

If you're thinking of speaking to rebels, outcasts, and the ones who don't fit the mold, here's your checklist:

• Earn Your Place: Don't just market to them. Be one of them.

• No Bullshit. Ever:They'll smell it from a mile away.

• Never Sell Out. Never Mimic: If you have to pretend, you don't belong.

• Let the Culture Lead: You don't manufacture authenticity. You support it.

• Be There from the Start: Or put in the work to prove you're real.

• Support, Don't Exploit: Invest in the community. Don't just slap your logo on it.

• Know When to Step Back: If your brand is diluting the culture, evolve or get out.

The brands that succeed understand a fundamental truth: cultural legitimacy isn't a marketing expense – it's a long-term investment in genuine relationship building.

Build Culture. Become Culture.

Plenty of brands use culture for their convenience. But some build it. They fuel movements instead of just cashing in. And when they do it right, they don't just support the culture. They become it. Just like Harley-Davidson became the face of rebellion.

These brands understand that cultural influence isn't purchased in quarterly campaigns – it's earned through years of consistent contribution, authentic engagement, and genuine respect for the communities they serve.

If you want to be one of those brands, now's the time. Branding ideas have the power to keep subcultures alive when they're done right.

The question isn't whether you can afford to invest in culture. It's whether you can afford not to.

Brand War: Carhartt vs. Timberland

Carhartt

This one might come with some personal bias. I feel pretty cool every time I wear that oversized Carhartt jacket I “borrowed” long-term from my Venezuelan rapper mate, Chuchu. (You should check his music out, by the way.)

Carhartt didn’t start out as streetwear, it’s workwear at its core. But that’s what makes it stick. It’s understated, functional, and grounded. Quiet flexes. Neutral tones. Nothing shouty. It earned its place in skate crews, rappers, and creative scenes without ever screaming for attention.

Timberland

Timbs were never made for the sidewalk. They were designed for construction sites. But then Biggie wore them. Then Wu-Tang. Then everyone.

Sturdy, iconic, unmistakable—they became a symbol of ‘90s hip-hop style. And somehow, through pop culture, they held on. You don’t see them everywhere anymore, but when you do, they still hit. Functional footwear that walked into fashion history.

Ad Vault: Levi’s

"Precious Cargo" (2023)

Released to mark 150 years of the iconic 501® jean, this campaign spans continents, generations, and subcultures. From fishermen smuggling denim into Jamaica, to a man in India who wore his jeans every day for decades, to a funeral where guests wore 501s to honour a life well-lived—each spot dives into a real story that made the brand matter.

What makes the campaign powerful is what it doesn’t do: Levi’s never centers itself. No big logo moments. No product preaching. Just honest, cinematic storytelling that shows how the brand became a canvas for culture—never the other way around.

Lento Vibes

A bit of random inspo from around the grounds:

• e.l.f. x Rhode: A Billion-Dollar Glow-Up: Hailey Bieber’s minimalist skincare brand gets scooped up by e.l.f. for $1B. A major move that proves Gen Z beauty isn’t a trend—it’s a business model. Read the full story →

• Armpits You Can Smell on the Street A scratch-and-sniff OOH stunt in NYC gets way too real. Gross? Kind of. Memorable? Absolutely. The line between weird and genius is always thin. Smell for yourself →

  Nespresso Wants to Be Cool Again: They’re ditching prestige for Gen Z-friendly cold brew and laid-back ads. The rebrand playbook? Less George Clooney, more influencer iced coffee. Tap a sip →

• Veneda Carter x Nike Is Gold: Nike taps the stylist for a line that lands somewhere between streetwear and sculpture. Muted tones, luxe textures—this one’s for the fashion crowd. Check the drop →

• NBA Finals: “Unforgettable Awaits”
  The league leans into cinematic storytelling with a moody teaser ahead of the Finals. No stats, just vibes—and it works. Watch now →