Years ago - hard to pinpoint exactly when - blokes in plaid shirts started ditching their contact lenses for heavy-rimmed glasses and spent three months indoors so as suddenly to appear in public sporting a fully-formed grizzled beard. There are of course other traits - stick n' poke tattoos (apparently), claiming to live in Shoreditch, an all-encompassing kale habit - but overall, once a "look" becomes mainstream, it's over.
Unfortunately, brands late to the hipster party don't seem to have understood this and campaigns featuring these Nathan Barley types continue to dominate.
When nationals are running spoof problem pages such as this one in the Guardian, then it's time to find the next big trend and start piggybacking it. Now.
Are you a hipster? That is not for you to decide. Being a hipster is sort of like a nickname: it is chosen for you, thrust and ordained upon you, eclipses your true identity slowly, death by a thousand cuts. One does not go overnight to “Gaz” from “Gary”. One does not simply wake up with a handlebar moustache and a job as London’s most furious bike courier. I suppose at this point it’s important to classify what a hipster actually is, because it’s a nuanced and multi-level thing, and essentially there are certain symptoms it is safe to ignore and certain ones it is not, and because there are no qualified doctors in this particular area it’s hard to know what is and isn’t hipstery.