Industry Watch: Teen Fashion Mimics Beer Brands

Evidence of alcohol's influence on youth culture is obvious in teen clothing and fashion accessories sporting designs similar to beer logos. At first glance, the "Cutie Original" t-shirt (left) looks like the Coors logo it's imitating (right). This apparel is being sold through retailers targeting the 12-22 year old demographic, such as American Eagle Outfitters. Clearly, alcohol branding permeates youth culture, dictates fashion choices, and defines what's "cool". What isn't cool is that the adverse effects of alcohol on underage drinkers are egregious.

While wearing clothing with such logos is not a sign of underage drinking, it is evidence that the alcohol industry has a normalized and positive image in the eyes of many youth.

Cutie T-Shirt

Coors Original Logo