Does Branding Matter to Millennials?

Last week in Threads, we highlighted how exciting printing on apparel was when it first came out. Fortunately and unfortunately, that is no longer the case. Branding apparel has reached a new level: It so common it is no longer revolutionary, but this notoriety also brings opposition. Specifically opposition from those who seem programmed to push back from the norm of the generation before: young people. Whatever you want to call current 18 to 29 year-olds (Generation Y, millennials, hipsters), their buying decisions are shading the shopping trends of the United States. Marketing efforts have already been tweaked to appeal to tech-happy people, but how do you target those no longer interested in branding?