Mash Culture

The term Mash Culture, popularised by urban menswear expert David Gensler, is about a disregard for big brands and celebrity/artist endorsements. It's for people who seek out individuality in their fashion, creating their own unique looks and mixing styles and subverting trends.

Hip hop and it’s various offshoots are the key influence in mash culture. Hip hop’s own history is one of appropriation, taking conflicting ideas, brands, technology, fashion and even religion, and fusing them into a compelling cultural force. However, hip hop’s pioneer cut-and-paste ethos provides the template for Mash Culture …(Viewpoint)

"Opinionated and uncompromising, brand-savvy consumers will not be prepared to pay the marketing premium of "try hard" brands. There is an increasing demand for genuine values such as authenticity, individuality and originality from brands and this is where smaller, independent labels such as Crownfarmer, are set to do well," saythe Mr Ed PR team, London.

"I think consumers will be less interested in hollow brands. We are entering an age of the end of worthless, valueless brands," explains David Gensler, CEO & co-founder of the Keystone Design Union (KDU), USA.