College Students Consider Big Brands "Uncool"

College students listen to the news, and the news is: Big Brands are Uncool. The age group is characteristically rebellious, but as it becomes more aware of the "everywhereness" of big brands, it sees patronizing these businesses as decidedly un-chic.

Journalists and trendspotters such as Naomi Klien have been following the trend for some time, and have found clusters of youth around the country who purposefully avoid big brands. "In a lot of cases, I don't want to have a brand that everyone knows about," says Daniel McCoy, a senior at The University of Texas at Austin. "If you look around, you see everyone wearing the same thing from the same store -- nobody's different."

Even though Daniel is in the minority, more and more youth are beginning to follow suit. "Unbranded" clothing companies such as American Apparel are gaining popularity. The company is opening new stores at breakneck speed.

And the avoidance of big brands is happening with more than clothes. Companies such as Bathlush.com, whose inventory of women's bath products comes from small, boutique vendors, are also seeing an increase in popularity. Instead of carrying the big names in bath products, bathlush.com sells soaps, scrubs and perfumes only from obscure, unique outfits with names like "Calypso" and "Little Twig."

Brick-and-mortar retailers are becoming more open to buying products from small, understated brands, but the internet seems to be the storefront for these micro-brands.

Bath Lush
12445 Magnolia Blvd, Valley Village, CA 91607
(877) BAT-LUSH
Contact: Dominique Rose
http://www.bathlush.com

Dominique R. Salamone started Bath Lush after designing her own stylish wrappings for bath products. Today, Bath Lush operates a retail store in Valley Village, California, and also sells its decorative wares on-line at http://www.bathlush.com.

This release was published on openPR.