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  • How is old America shaping the values of today’s youth?
  • How is old America shaping the values of today’s youth?
    Christopher Allison Photography, Creative Commons (2009) ©
CASE STUDY

Teen America: The Americana

From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the fourth of a series exploring Gen Y and Z tribes, Andrea Graham Richeson examines the Americana – teens looking to mid-century America for their inspiration. Can they bring hand-crafted heritage into the 21st Century?

Location United States

Scope
What’s cooler than being cool? Being authentically American. From the southern rock soul fusion of the Alabama Shakes to American-made denim brand Imogene + Willie, a love for American heritage is being widely embraced. At the forefront of this trend are the Americana, a subculture of youth who take inspiration from the music, manufacturing, fashion and styling of the US’ golden era in the ‘40s, ‘50s and ‘60s. This movement is reinvigorating denim sales and ushering in a renaissance of heritage brands.

While they may seem to share similarities with Brooklynite hipsters, the Americana are ...

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