When I was in Austria last week I caught up with some 16yr old guys and girls and asked them what brands they are into. Despite these being kids living outside big cities, they loved urban streetwear brands. However, the main thing that came out of it that BOTH boys and girls BRAND their bedrooms with hundreds stickers of their favourite brands. When they go into stores and buy product, they specifically ask for stickers to take home. As you’ll see by the pics I took, this 16yr old, Christoph has stickers all over his desk, above his bed. It takes the same place as his trophies for skiing and tennis. Christoph was quite mainstream and plastered his walls with Gravis, Vans, Zoo York, Apple, 686, Carhatt, DVS, Circa, Globe – stickers. I’ve never seen such brand allegiance and pride, he could talk about every brand like it was his best friend, where he got a certain pair of Globe shoes, a Zoo York t-shirt etc. Aussie kids by in large don’t do this, they plaster their bedroom walls with pics of their friends and great events. Maybe it’s the conservative nature of Austrian society which makes youth want to show their allegiance to slightly more ‘rebellious’ skate brands in their own rooms..not sure, but possibly.