> OK, so we have a bunch of neckties that are a little bit crazy. They're not really my style. Who wants to wear a necktie that's been made out of fabric someone pulled off a used couch?

> Johnny P. would wear this - that's who. He's always wearing weird crap like that. Vests with hide from a water buffalo, clothes some orphan hand-knit in Venezuela, color combinations that shouldn't look good together, but do, somehow. Johnny is kind of a weirdo. But he also dresses really well. Sometimes it's over the top, but that kid must put a ton of time and effort into the way he looks. Probably drops a ton of cash too. Ya, he's the perfect person for something like this.

> OK, so I'm Johnny. What is Johnny's day like? Who does he hang out with? What websites does he visit? I know he's really into international film - he's kind of a "designy hipster" - big beard, cardigan, teardrop hats and all. And most of his friends are the same way; I assume they all like similar stuff. How would I describe what Johnny is into?

> Johnny is really into creating things; things being "authentic" and "real," almost anti-corporate. Craftsmanship. Artisan. Those are the words I would choose to describe Johnny. To him things aren't just to be used; objects have a heart and soul. Everything is art. Indie music, TV shows that most people wouldn't care to watch.
> When I think Johnny, I think wood grain and thick wool. I think restored apartment in Soho. Very Thoreau, yet in a weird way very inner-city. New York or San Francisco. Very Urban-Rustic. He's what would happen if you mixed Into the Wild and GQ. Is Americana a word for that?
> I hate this word, but you could call him a hipster. I don't know too much about hipsters. He may be offended by that. I should ask Johnny about it.

> Johnny is really into creating things; things being "authentic" and "real," almost anti-corporate. Craftsmanship. Artisan. Those are the words I would choose to describe Johnny. To him things aren't just to be used; objects have a heart and soul. Everything is art. Indie music, TV shows that most people wouldn't care to watch.

> When I think Johnny, I think wood grain and thick wool. I think restored apartment in Soho. Very Thoreau, yet in a weird way very inner-city. New York or San Francisco. Very Urban-Rustic. He's what would happen if you mixed Into the Wild and GQ. Is Americana a word for that?

> I hate this word, but you could call him a hipster. I don't know too much about hipsters. He may be offended by that. I should ask Johnny about it.

After at least 30 minutes of this kind of brainstorming, we can start " digging."