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Vanguard Apparel was not just a clothing company; it was a carefully curated lifestyle. Founded in the late 1990s as a gritty, underground skate brand in Los Angeles, it had spent the last two decades evolving into a global streetwear powerhouse. However, recently, Vanguard had experienced a slight identity crisis.
After a corporate buyout by a massive conglomerate two years prior, the brand had slowly started to lose its edge. They had sponsored too many safe, manufactured pop stars and generic internet influencers.
The original, rebellious spirit that made Vanguard so coveted had been diluted. Realizing this fatal error, the new CEO had completely cleaned house, bringing in a fresh, aggressive marketing team with one strict mandate: Find the true counter-culture and reclaim the streets.
