You know what's really important to up-and-coming young entrepreneurs these days? What you wear! More important than, for example, economics. This is why older people run all the real businesses, while younger people spend their time talking to WSJ columnists for unintentionally hilarious and depressing features on how kids avoid going "corporate" by buying the correct name brands. Is your CEO "urban" or a "surfer?"

"But young workers are replacing traditional business dress with their own complex sets of rules and subliminal messages. Their choices among brand-name items are meant to communicate substance. Rather than Gucci versus Allen Edmonds, for instance, the choice may involve Nike Air Force versus Chuck Taylors. (Read: urban vs. surfer.)"

Is it really necessary to go into detail about everything wrong with that paragraph, or should we just say "I'm surprised to learn that only 'surfers' wear Chuck Taylors!" and leave the rest unsaid? Sadly, the cluelessness of the writer is only one of this trend piece's three dimensions of shame. Second, of course, is the sheer awfulness of the members of our generation represented therein. There's the 22-year-old CEO of an internet start-up who declines to wear the two $900 suits his parents bought him (but didn't stop them from buying them). But he's just young and dumb. He's not as bad as this motherfucker:

"You know when someone's real and when someone's corporate," says Roman Tsunder, 34. As chief executive of Access 360 Media Inc., a youth-market consultant based in New York and Los Angeles, his clients include MTV and AT&T.


For a recent meeting with MTV, Mr. Tsunder wore silver Nike Air Force athletic shoes and a white collared shirt under a mint green V-necked sweater "because it's youthful." With a more conservative client, he says, he'll wear something more "aggressive," such as "a collared shirt that I found in the south of France."

That is aggressive. The final and most shameful thing of all: we're all guilty of this shit. (The brand whoring, not the subculture misidentification of the elderly). Or you are, probably. I wear Adidas. I keep it real. [WSJ; Pic via Yourscenesucks]