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June 16, 2014


All good things have to come to an end and today is the day that I predict the end of the hipster.


Yes you heard it here first, the future aesthetic is about to move away from the beautifully composed, perfectly curated, sun dappled image that has left us drooling over the last 8 years. I am not saying that from tomorrow you will never see another bearded, tattooed, finely coiffured individual looking like they have just carved their own canoe from a piece of unused timber that they found on the verge of Old Street Roundabout. What I am saying is that hipster has now so well and truly entered the mainstream and when this happens the trends starts to dissipate and disappear all together, only to be fondly recalled in the future by talking heads on TV programmes about the teenage years.


This realisation came to me this week when I saw elements of a David Beckham programme where he went to Brazil to hang out in the rainforest with a couple of his civilian mates. I have nothing against brand Beckham per se, but this program was so over-produced and manufactured in hipster style that it left me on the verge of wanting to throw away my skinny jeans and Churches shoes. Each shot was composed to within an inch of it’s life and David and his chums were only ever seen in an impossibly flattering light. As I recall, hipsterism was a reaction to all that over-blown hype and false flattery that went along at the beginning of this century. It was a response to our new found realness as a result of over paid bankers screwing it up for the rest of us. Keeping it real was the raison d’etre.


The Beckham programme was mainstream TV on prime time which suggests that hipsterism has had it’s time on the fringes and its only a matter of time before BHS are using Hispsters in their advertising. I can’t claim to know what is coming in on it’s wake, but I suspect that it won’t be bearded, tattooed and riding into town on it’s Thruxton.  

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