The hipster is dead, long live the hipster! Last week, a guy named David Infante (isn’t that the most hipster name ever!?) created a whole new label for the twenty-something in all of our lives: the yuccie, i.e. The Young Urban Creative: “a slice of Generation Y, borne of suburban comfort, indoctrinated with the transcendent power of education, and infected by the conviction that not only do we deserve to pursue our dreams; we should profit from them.” Basically, a yuccie is a hipster gone mainstream, with all of the creative entitlement yet splashed with a yuppie edge of comfort and compensation. Fair enough. Since debuting on the Internet, the yuccie has been thoroughly classified and dissected, so much so that anyone that’s under 30, works with a computer, and lives in an urban environment falls squarely in the demographic. And you know who loves demographics? Brands do. American Apparel, who’s undergoing a #makeover after blacklisting their pervy founder, knows it’s demographic: millennials (which is a euphemism for yuccies). Millennials love denim. They love social justice. They seek creativity. They look thoughtfully off into the distance, with their hands in each other’s pockets. Because all that these labels, these supposed generational categories do, is create affinities around what people consume and how they produce wealth. Do we want to relate to one another only in terms of how companies sell to us? What other affinities are we overlooking when we simply identify with each other over which brand of phone we use, which brand of coffee we drink, which brand of jeans we wear? Maybe we shouldn’t be asking what yuccies are, but rather: how are yuccies produced?
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