Feeling that the Western hipster has become a parody of itself, Sam travels to a place where the word 'hipster' is just beginning to gain traction: China. Sam learns that the idea of the hipster doesn't really exist in China - instead there is a movement known as the 'cultured youth'. This leads Sam to question if 'hipster' as we know it can actually be considered to be a genuine subculture: what has it contributed that we will remember in two decades time? Sam returns to Detroit to meet pop-culture expert and author Bruce Conforth to get his take on what might come after the hipster. Sam goes on to investigate 'normcore' - an 'anti-fashion' trend that is tipped as the next big thing and conveniently for Sam, is pretty much identical to how he dresses.
