Superdry’s co-founder has publicly donated to a campaign for a second Brexit referendum. In a world of polarising opinions and value-signalling through consumption habits, brands too have to plant their flag and show what they stand for, or risk getting overlooked for ones that do.

Self expression has played a part in spending habits for a long time, but brands are working harder to give people new opportunities to reflect their identity. People now expect to see that same sense of self they found in a new car or a pair of shoes reflected in everything they buy – right down to their statement socks. Even grudge purchases (those things people need, but begrudge buying), like toilet brushes or car insurance, are being repackaged with personality.

Sustainably-sourced fashion is gaining traction among both high street and luxury brands, but menswear label Kloters goes a step further to actively improve the environment. Its RepAir t-shirt turns pollutants into fresh air, catering to those who want to wear their values on their sleeve.

Streetwear brand Supreme is a bundle of contradictions. It’s affordable yet exclusive; ultra-rare but surprisingly easy to buy; and is both a high fashion collaborator and foundation of subcultural style. How has this niche label kept its cool, even while attracting gaggles of teens to its stores?