Ever since I was an angsty adolescent, I have shopped at Urban Outfitters. This was before I knew about hipster culture, indie music or basically any sort of young adult niche culture. And despite my adoration of Pink Floyd and The Clash, I never considered myself alternative or even punk. I just liked the store, the clothes and the atmosphere.
In the past couple of years, however, I have noticed huge parallels between what Urban sells and my obsessions. This is particularly noticeable with the book section. While it has a sampling of intentionally ironic books that make good presents or decorations, it’s also littered with Chuck Klosterman, Chuck Palahniuk and a sampling of graphic novels. That was exactly what I read throughout my high school years and continue to read now.
I will read anything Klosterman writes from Fargo Rock City to Eating the Dinosaur. And every time I walk into an Urban, staring me in the face is at least one copy of Sex, Drugs and Cocoa Puffs, the first Klosterman book I ever read. While I don’t follow Palahniuk as closely, I had an intense Fight Club phase and went on to read several other novels of his as a result. Fight Club is actually UO’s featured book right now. Great.
So who am I when my taste in books coincides with the epitome of prescribed culture for the masses? I’ve been having this identity crisis because I happen to embody UO’s target demographic. I am their poster child. I fit every niche aspect of the Urban persona. I own a vinyl player, I love Vampire Weekend, I couldn’t wait to see The Runaways this weekend and was contemplating picking up the novel the film is based on that Urban currently has in stock.
But why is this a big deal to me anyways? Probably because of the nature of this particular store. Urban Outfitters brings niche culture to the masses, tapping into any young adult’s greatest fear: that my taste makes me ordinary. So…does it? Am I ordinary?
I don’t exactly know, but I’m sure as hell going to stop worrying about it. Mostly because I don’t care. I’m a cross between popular and counter culture, which is pretty much what Urban tailors to. And that’s okay by me; I wear my Where the Wild Things Aret-shirt with pride and without irony. I can be just as excited to see Local Natives and The Killers live. I am your target demographic, Urban Outfitters. Supply me with everything I want and adore.
Oh, and did I mention UO just started carrying my perfume? Yeah, the one I’ve been using since freshman year of high school.