Image via OC Mini Market
Earlier this year a trend called “normcore” got a lot of press. Normcore is a fashion idea based on wearing boring, undistinguished clothing such as that from the Gap. Jerry Seinfeld is a normcore fashion icon.
While normcore was at least in part a joke, I think it illustrates why trend chasing by uncool cities will never make them cool. So you live in some place which isn’t on everyone’s list of the coolest cities. You read all about what’s happening in places like Brooklyn with micro-roasters, micro-breweries, cupcake shops, and artisanal pickles, and you’re like wow, my city has all that now, too. We’ve arrived.
No you haven’t. Do you think for a minute that the cool kids are going to let you just catch up and join the club? It doesn’t work that way. By the time you get to where they were, they’ve moved on to something else. You’ll never catch up doing it that way.
The idea of normcore, though probably just ephemera, shows how quickly the script could be flipped on you. Just as you finally master pretentious esoterica, the cool kids suddenly revert back to ordinary.
I wouldn’t be totally surprised to see something like that happen, actually. While I shouldn’t underestimate the ability of creative people to continue playing leapfrog to new levels of local, bespoke, exclusive, etc., at some point that trend will be played out. Then were do you go? Back to the comfort of ordinary.
Just when your Rust Belt burg finally has seven different artisanal pickle purveyors, don’t be surprised when the New York Times does an article talking about how the latest trend in Brooklyn is Vlasic kosher dill spears. (In an era in which Millennials are under huge financial pressure, this, like the sharing economy, would also be conveniently a matter of self-interest). Heck, maybe they already have and I just missed it.
Again, it’s like the way that these industrial towns abandoned their local culture to pursue cool city culture, only to have those cool cities re-appropriate working class culture – Pabst, workwear brands, etc – for themselves. Now these Rust Belt cities are re-importing their own culture back as supplicants. Remember, back in the 90s, the cool cities list used to frequently include the number of Starbucks locations as an indicator. Things change fast.
I like being able to get a good cup of coffee in these industrial towns now. I think it’s great for cities to have nicer stuff. But don’t ever make the mistake of thinking that by itself will change your relative standing in the marketplace.
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