[hnbad]

Look into the origin of The Sex Pistols some time: the "anti-consumerist" so-called punk band was literally created by a fashion label to sell clothes.

The process is called recuperation: under modern capitalism, the capitalist will not just sell you the rope to hang him with, he will also sell you the prop guillotine, the Che Guevara shirt and the music and movies that let you safely live out your fantasy from the comfort of your own home. It's impossible to create truly anti-capitalist media because anti-capitalist media has become just another product to consume. The machine will gleefully support you in raging against it as long as you do it in a way that contributes to it.

In the end, this is what killed hipster culture: if you want indie bands, the market will happily provide you with thousands of them, all "unique" but interchangeable. If you want "artisinal" products, the market will happily produce them at scale. By buying a product you directly contribute to its popularity and mass market appeal.