This is an older, but very relevant article.
http://www.nytimes.com/2006/07/30/magazine/30brand.html?_r=1&scp=1&sq=underground%20brands&st=cse&oref=slogin
I think that InI have witnessed very similar runnins in the 'organic' movement as well. I mean that in the sense that the organic and local movement have been pimped a bit. Although the 'hipster' connotations are hard to escape with the local movement as well.......... at least to some.
Well it's up to some to keep it real. I am seeing a tremendous opportunity STILL (it's been ten years already for R.A.S.) to provide a service and do InI part to save the world. After all, one can see it coming. http://archive.durangoherald.com/asp-bin/article_generation.asp?article_type=earth&article_path=/earth/earth031218.htm . I am thinking that one of the next trends will be authenticity...
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