The 21st-century hipster is a subculture that is defined by claims to authenticity and uniqueness, but actually lacks authenticity and conforms to a collective style. The subculture embodies a particular ethic of consumption that seeks to commodify the idea of rebellion or counterculture. Fashion is one of the major markers of hipster identity. Members of the subculture typically do not self-identify as hipsters, and the word hipster is often used as a pejorative for someone who is pretentious or overly concerned with appearing trendy.