Hipsters on Our High Streets: Consuming the Gentrification Frontier

Gentrification involves the displacement of working class populations, a phenomena most obviously manifest in the transformation of residential landscapes. But this is also palpable in the changes visible on many shopping streets, with locally-oriented stores serving poorer populations and ethnic minorities being replaced by 'hipster' stores such as 'real coffee' shops, vintage clothing stores and bars serving microbrews. These stores have been taken as a sign that the fortunes of struggling shopping streets are improving, with the new outlets often depicted as offering a better range of healthy, green and 'authentic' consumption choices than the shops they displace. However, this paper argues that we need to resist this form of retail change given it typically represents the first stage of a more thoroughgoing retail gentrification process, remaining suspicious of forms of hipster consumption which, while aesthetically 'improving' local shopping streets in deprived areas, actually encourage the colonisation of neighbourhoods by the more affluent.