The current crop of ‘hipster’ businesses, or if you must be politically correct, the businesses which service a niche market of the alternative cool, are also the ones who are today testing the waters when it comes to selling a lifestyle ideal via the e-commerce space. How successful are they?
‘Anti-marketing is the new marketing’: Black Milk Clothing’s hipster philosophy pivotal to its growth
Black Milk Clothing is the name of a label synonymous with women’s tights and leggings that are as loud as you can get. What started as as an attempt to sew out of boredom and a lack of life direction from Lillis soon became an online success story that would ride the hipster movement.