Teen Scene: The Brand That Speaks Internet
New York magazine|Aug 10–23, 2015
Erin Yogasundram, 23, sells clothes that speak internet, and her teenage buyers think she's totally BAE AF.
Alexis Swerdloff
Teen Scene: The Brand That Speaks Internet

If you haven’t heard of Shop Jeen, that’s because you’re not a 19-year-old with pastel-pink hair and an iPhone plastered in emoji stickers. Crop tops are probably not your favorite separate, and four-inch platform sneakers are not your go-to footwear. The Generation Z–whispering web shop, founded three years ago by a New Yorker named Erin Yogasundram, now 23, from her George Washington University dorm room, should come with a seizure warning—and maybe even a trigger warning. Type in shopjeen.com, and a Japanese music video for a band called Ladybaby might automatically start blasting, while the home page quivers with gifs of LED-lit high-tops and tank tops that say ask your boyfriend how my ass taste. This is what cool looks like right now for a particular subset of 14-to-22-year-olds. It’s a visual language that’s basically early internet clip art on crack—like the work of artists Cory Arcangel and Ryan Trecartin brought to the masses via Tumblr, co-opted by the store VFiles, and now sold to young people in the form of $32 hats that say yes, daddy?

The site sells a mix of products from its new in-house line Netgear90 and like-minded streetwear brands—O-Mighty, Huf, Married to the Mob—plus junky knickknacks like glitter iPhone cases and glow-in-the-dark toilet paper. The effect is a twisted combination of a vintage Oriental Trading catalogue, some sort of high-concept New Museum Triennial commission, and one of those stores on Canal Street that sells fuck you you fucking fuck T-shirts. Even in the grand tradition of stores for young people whose appeal is totally lost on grown-ups (Delia’s, Limited Too, Hot Topic, Spencer’s), Shop Jeen feels particularly designed to rankle adults. (See, for example, a $12 thong that reads, simply, anal?)

هذه القصة مأخوذة من طبعة Aug 10–23, 2015 من New York magazine.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

هذه القصة مأخوذة من طبعة Aug 10–23, 2015 من New York magazine.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

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