Rob Walker wrote a follow-up post after receiving feedback on the recent Brand Underground article. I didn’t think he was either too adulatory or too critcial. He does, however, have the opportunity to go a lot farther with this topic than 3 20-something skaters/cool guys making t-shirts and schlepping them out to retailers nationwide. Every subculture and cunterculture and counter-subculture has its icons and its cool guys and all of them have attempted monetization/commercialization/productization to varying degrees of success. I suppose depth was a better choice for the piece than breadth, but I’m pretty sure there’s enough room in a book for a few more examples than streetwear.