The Fall of the Hipster Brand: Inside the Decline of American Apparel and Urban Outfitters
A decade later, the tide has turned. American Apparel hasn't posted a profit since 2009 and has in fact hemorrhaged so much money that it was nearly delisted from the New York Stock Exchange. Pabst was just sold to a Russian beverage company in a move widely interpreted as a sign that the beer is losing its appeal. Urban Outfitters sales have steadily declined since 2011. What went wrong? Did these companies fail to anticipate the next "hipster trend?" Or has the hipster era finally come to an end, rendering these kinds of companies irrelevant?