"one reason an underground brand sounds nonsensical is that countercultures are supposed to oppose the mainstream, and nothing is more mainstream than consumerism. but we no longer live in a world of the mainstream and the counterculture. we live in a world of multiple mainstreams and countless counter-, sub- and counter-sub-cultures.

...this is the quintessence of the postmodern brand rebel, hopscotching the minefield of creativity and commerce, recognizing the categorization, satirizing it, embracing it and commoditizing it all at once."
-the brand underground, new york times-