From Paul McCartney to Gen Z.
"The Rebel brand is brave and free-spirited," he says. "It wants to position itself as an alternative to the mainstream, and it wants to make this effort to stand out. Hard Rock plays into this role very well because it's connecting itself to this whole spirit of rock-and-roll."
"A bunch of people are bonding together, fighting against the mainstream," says Yeh. "They have this die-hard following because that's just how they position themselves." "I live it every day," says Kim Manna, senior vice president of retail and licensing at Hard Rock International. "I have younger kids, and I get in the car with them and they're playing music from the '70s and '80s. They're beginning to — if they haven't already, frankly — digest and absorb this great rock-and-roll music that's included in some of their newer genres."A Hard Rock Cafe Bangkok T-shirt at London Fashion Week.
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