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  • How are Afropunks redefining African American identity?
  • How are Afropunks redefining African American identity?
    Versus And Company, Creative Commons (2012) ©
CASE STUDY

Teen America: Afropunks

Influential, artistic and politically engaged, Afropunks embody a bold new approach to identity, music, art and fashion. In the seventh of a series exploring Gen Y and Z tribes, Andrea Graham Richeson looks at a new brand of ‘black cool’ that comes in many different packages.

Location United States

Scope
From hip hop and sneakerheads to viral dance crazes and Black Twitter, black youth culture has long been a source of fascination in the US. Born of equal parts success and struggle, the American experience of African Americans is a tremendous cultural force throughout the world.

Now, armed with smartphones and social media, young black trendsetters have never been more influential in the worlds of music, art, design and fashion. [1] Their triumphs are paying off too; it’s estimated that black consumers in the US had a combined spending power of $1.2 trillion in 2015, with that ...

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