From Fangirls to JK Poppers, the US is home to a range of teen subcultures. In the first of a series exploring American Gen Y and Z tribes, Andrea Graham – founder of Youth Tribes – delves into the sun-bleached world of Coasties. How is this group redefining the beach and action sports enthusiast?

From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the third of a series exploring Gen Z and Gen Y tribes, Andrea Graham Richeson delves into the overscheduled world of Alpha Achievers. Do these ambitious teens embody the model student and future star employee?

Sleeping in, driving around town and going to the beach – this is what American summers are made of. Or at least they used to be. Today’s hyper-driven teens don’t have time to be lazy, instead optimising their vacations and college applications with summer jobs, internships and enrichment courses.

Brands have long chased the elusive goal of being 'cool' – particularly among the teenaged demographic. But if they're trying too hard, it most likely means they're not cool at all. Defying the rules, Coach has transformed from an ailing brand into a cool leather goods merchant.