Why an Independent Protest Brand Matters More Than Ever
Walking through a protest march in 2020, I noticed something strange. Crowds wore the same logo tees from fast-fashion sites, the same mass-produced slogans that had been algorithm-trending that week. It felt less like a movement and more like a coordinated purchase. That moment made me ask: when did dissent become just another product category? The answer is complicated. Mainstream brands have learned to co-opt rebellion. They sell you a T-shirt with a fist on it while the
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Walking through a protest march in 2020, I noticed something strange. Crowds wore the same logo tees from fast-fashion sites, the same mass-produced slogans that had been algorithm-trending that week. It felt less like a movement and more like a coordinated purchase. That moment made me ask: when did dissent become just another product category? The answer is complicated. Mainstream brands have learned to co-opt rebellion. They sell you a T-shirt with a fist on it while the
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