Friday, March 31, 2006

Up With "Grups"

As a full on pop culture and trend junkie, I loved this week's article from NY Magazine that examines ever diminishing generation gap: Up with 'Grups'.
* Also known as yupster (yuppie + hipster), yindie (yuppie + indie), and alterna-yuppie. Our preferred term, grup, is taken from an episode of Star Trek (keep reading) in which Captain Kirk et al. land on a planet of children who rule the world, with no adults in sight. The kids call Kirk and the crew “grups,” which they eventually figure out is a contraction of “grown-ups.” It turns out that all the grown-ups had died from a virus that greatly slows the aging process and kills anybody who grows up.

The article mentions a nyc jeans designer, Rogan who has a line of jeans that retail for upwards of $300 a pair--and are basically all ripped to shreds, or "distressed." His first collection sold out in a matter of days--all thanks to the grups. Many grups could easily afford expensive suits, but for obvious reasons, prefer jeans. It's all about the statement: "yeah, I'm wearing jeans, but these jeans cost bank. Do you think its easy to get them ripped and shredded this prefectly?"

I guess I feel a kinship with this group, myself, though I don't have any kids (which is probably the most widely accepted indicator in our society of "grown up" status). But from a business perspective, I think this group is basically opening up the floodgates in terms of creativity and possibility for many of us who might not be have been able to successfully make a go of it 10 or 15 years ago--and that's pretty cool.


mk said...

So very true, (that article is really interesting) the article also has this quote :"For a Grup, professional success is measured not by how many employees you have but by how much freedom you have to walk, or boogie-board, away." which I think is the mantra of the "minipeneur", the sucess is in the ability to do your own exciting work and freedom that comes with it.

Never teh Bride said...

It does create a new demographic to market to, but I rather didn't like the articles implication that every adult without kids is an image obsessed, materialistic status seeker.