My freaky world | the polarized Alternate | Loosen up!
We have seen in the past few years a tremendous cultural change among men: there is a polarization between young and old, establishment and radicalism, conformity and individualism. We have often talked about how this has led, in our view, to the creation of three distinct fashion markets: Dominant, Middle and Alternate.
Thus, to ignore fashion in today's culture or to define it incorrectly are both mistakes. Instead, if you think of fashion as a constant, broad supply of new ideas stimulating the consumer to loosen up, to express pleasure in his clothes, to accept change, you will be in the right position to deal with today's world."
Robert L. Green from Fundamentals of Men's Fashion Design: A Guide to Tailored Clothes