Nowadays identity is recognised through a series of different aspects of social life e.g clothing, music, brand names etc. We live in "The times of the tribes" meaning that almost everyone belongs to a subculture. However subcultures arent just one set of ideas and behaviours, they have adopted a "pick 'n' mix approach" (Postmodernist) Identity is made and recognised by language and the brands that people wear, rather than just the type of clothing or style you have, its much more than that. People are now creating a whole image of themselves around a certain subculture, starting with the clothing, but also their attitude and beliefs. All subcultures have now become fragmented and many cultures have become disentergrated, creating smaller, more selected groups that the youth want to belong too.