Alternative subcultures gained traction in recent times through social media. But is this a good thing? A subculture that’s built on social rebellion is slowly becoming more marketable and acceptable to mainstream audiences. 

The alternative subculture is based on two main things: music and politics. Punk itself was a politically charged subculture that critiqued capitalism and strict social roles. Alternative subcultures as a whole are a rebellion against social norms and oppression.

Punk began in England during the 1970s and was heavily influenced by DIY culture. Most of the original punks were lower-class and rebelled against capitalist England. However, as time went on and punk was integrated into America in the late 70s to early 80s, it tackled more topics such as sexism, racism, and fascism. 

In the 90s, we saw commercialisation begin to pop up in the alternative scene, in a less polarising, more harmless way. With the Grunge movement in the 90s gaining attention with bands such as Nirvana, Pearl Jam, and Soundgarden, record labels wanted the “next Kurt Cobain.” To accomplish this, record labels started pushing for more bands to take a pop sound to sell records to replicate the success of these grunge bands; many of these attempts were failures, however, some were more successful with bands such as Green Day taking more of a commercial route to their once harsher punk music. 

This is where pop punk gained global attention. Green Day and Blink-182 were major successes and pushed this sanitised version of punk for mainstream audiences. Not to say that these bands are bad or that they are inherently the cause for the commodification of punk, however, I’m acknowledging this fact and how it can connect to punk becoming stripped of its political roots. 

“I’m not trying to knock down on Green Day, but I do feel like their sound has gotten more mainstream due to it being the only way to really get their message out.” Mrs. Salvedore said how pop punk bands influenced the alternative scene. “In the IE (Inland Empire), most people won’t give punk a chance, so they opt for something more sanitised.”

With the rise of fast fashion, companies such as SHEIN are taking advantage of the resurgence of punk, which only amplifies the issue of commodification. Mass-produced items are created with little care and handling and are made from plastic and not real materials. There’s also the major issue with fast fashion companies using child labour and abusive work practices, all of which go against punk ideals of anti-capitalism.

Fashion was, of course, a big part of the alternative subculture, but it wasn’t the only piece of the puzzle. But with the boom in “punk fashion” pushed out by fast fashion companies, the online discourse is more frustrating. People online, due to being uneducated on the culture and the ethics of these brands, will call themselves punk but wear cheap clothing created from unethical means.

“I’d say fast fashion is what made a lot of people view alternative subcultures as just a style.” Junior Cari Balmore responded. “Also, people don’t want to make their own projects or take the time to craft their own wardrobe, sense of style, or even the music they enjoy. Since they can just buy a punk look online from SHEIN or Temu.”

Major fashion brands and mass consumption are not compatible with punk and alternative subcultures. The exploitation of children and workers goes against the main principle of being against all forms of oppression and being critical of capitalism. However, brands don’t care about alternative culture; it’s seen as a mere edgy manner of style and not a way of living.

You can’t rebel by buying from the system that profits off those less fortunate. Rebellion comes from the mind, not from mass consumption of products. Individuality is key in this subculture.