Labels like Band of Outsiders, Porter, Common Projects and Opening Ceremony make an appearance in the Hunting and Collecting Summer 2010 lookbook. Hunting and Collecting uses a single model to show off its preppy new gear. If I had the job, I'd let them pay me in clothes.
Implications - Male youth consumers are drifting away from an edgy aesthetic back to a preppy one. This more upscale look can in part be attributed to the lavish lives portrayed in hip hop songs and young males wanting to live a comfortable life. Companies should gear products and services specifically to this niche group.