Yesterday's New York Times featured an interesting article on the evolution of teen style. Always a reflection of broader trends in fashion, the teen market is a fascinating microcosm since young people have so few other ways to articulate their individuality such as through their career choices, lifestyles etc. With more and more aspects of kids' lives packed with extracurriculars and so few alternatives to the local mall or multiplex to hang out, personal style is about more than simply looking good. It's a statement of who kids are and who they hope to be.

While the vanity and self-consciousness that imbue the back-to-school wardrobe with totemic importance diminish over time, it's fair to say that young people taking a sincere interest in mature fashion bodes well for the apparel industry. After all, the kids will be grown ups one day and it's unlikely they will return to wearing plaid flannel pajama pants and oversized sweatshirts once they've begun taking their style cues from the Hollywood a-list.

Also fascinating is the article's revelation of the brand-consciousness of today's teen consumers. Not only are they keenly keeping pace with today's fashions, but they are looking for the "right" brands, be they limited run designer collaborations at discount chains like Target (Paul & Joe, Keenan Dufty), or higher end retailers like Bebe.

Certainly not the hardest piece of news the Times has reported recently, but a nonetheless fascinating peek into the changing landscape of American youth.

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