9. Any brand you haven't heard of or read about is wack
If it hasn't been posted about on the Internet, you dismiss it as something not worth knowing about. This is a shame because a lot of the hyped brands getting overexposed often aren't as cool in person as they are in stylized lookbooks or flat product shots. Not to mention, all brands fit differently, and yes, there are some out there who wish to downplay their involvement in the blogosphere and focus on just making good stuff. Wouldn't you rather be the dude who discovers a cool label months before the Internet does? Stores like UNION Los Angeles pride themselves in their ability to predict what's gonna be hot way before "influencers" do. So ask yourself whose opinion matters more: retailers and buyers who've been in the trenches for years, or some dude on tumblr with a reblog button and a half-decent eye for cool shit?