‘Vernacular branding’ scores big by aiming low

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From sneakers and supermarkets to pop stars and politicians, billion-dollar brands are subverting professional polish to claim a fake authenticity

Earlier this summer, two fashion drops illuminated the curious power of the authentically amateur vernacular.You’ve always trusted us to help you navigate the world. Support the Sunday Times by becoming a premium member for only R80 and keep the conversation going.

Earlier this summer, two fashion drops illuminated the curious power of the authentically amateur vernacular...You’ve always trusted us to help you navigate the world. Support the Sunday Times by becoming a premium member for only R80 and keep the conversation going. You can cancel anytime.
 

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