Vestindo contraculturas: produtos de moda para o público indie

Abstract

The present paper proposes to make a survey of the underground movement, focusing on the Indie public ideology. The underground style seeks something own, that escapes from the rules, generating freedom of expression. The objective of the study is to understand the behavior and the Indie public consumption, exploring potential for the development of products and offering options for these consumers who have difficulty finding clothes to show their style.