A hipster is confident. Marching to the beat of his inner drum and not afraid to go against the grain in fashion, politics, or music. Correction, that would be an original hipster whose vibe transpired in the 90s.

So why are coffee shops overcrowded with styled mustaches, over-sized beanies, and black-framed glasses all bearing the hipster title? As of late, the stylish-attitude has been adopted by the majority of millennials in progressive cities, making “hipster” a contradictory word.

If everyone diverges from the beaten path, a new beaten path emerges.

Look at the multitude of brands today swarming the market, indistinguishable from one another and latching onto whatever is hot. Their messages are morphed into what’s seemingly “in” and in turn lose all individuality, credibility, and essentially identity.

Now look at the pioneer brands– Levi, Converse, Ray Ban. They cultivated something different and it took over organically– original hipsters. Their distinct voice ultimately resonated with people because it was just that, distinct.

A brand that is always chasing what’s trending will never be a trendsetter.

Don’t be mistaken; it isn’t about being defiant and drastically off mainstream. It is about being confident in your unique voice and carrying that through in a consistent message. This makes you not only stand out as yourself, but also be relevant to a whole new market.

Let everyone else follow.