The interesting parameter of underground brands is that (unlike conventional brands that “attach” lifestyle ideas and an atmosphere, to existing products) they use a lifestyle idea, an aura or a statement as a starting point, and create products or services to communicate that. It is not about the product. The product is the medium to communicate an idea.
The creation of underground brands and the tendency of "branding the outsider" is not new. Many brands have started out as being small family businesses with vision, but at the same time authenticity. Branding has evolved them in "household names" and of course profits have risen.
Cosmetic companies like Kiehls and The Bodyshop have followed the same path, with the later having endangered its credibility, authenticity and public trust.
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