Eugene Healey | Brand/Culture
Region: AU
Tuesday 16 June 2026 02:00:03 GMT
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Tom Wilson :
I’ve been saying this for ages. There’s Uniqlo or Gucci and nothing in between.
2026-06-16 05:51:09
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Chris :
This is why target has died! It fit that perfect spot between myer and kmart. But it’s gone now.
2026-06-16 08:08:20
142
Braid :
How do none of these billionaires not realize that without a middle class you have next to zero economy - hence no more money for them?
2026-06-16 12:57:28
170
Kyra | Creative Strategist :
Like the death of the pre-teen era
2026-06-16 09:17:01
2074
The Best AI Marketing Videos :
Middle class doesn’t have any money. They get taxed to the point they don’t have any money other than bills and food
2026-06-16 07:36:59
685
ThePiesR :
the trouble is alot of "middle" brands are just selling cheap AF products from Ali express or shein anyway. I'm not paying $80 for the same poor quality tee I can get for $10. money is too tight to waste it. so Im either buying the cheapest one or I'm saving for something of actual quality - not brand name - but small business hand crafted and boutique or I'm making it myself.
2026-06-16 06:57:15
755
Trueworld Capital :
Middle class been dead since the pandemic 😷
2026-06-16 11:24:53
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DeeBee :
Yes I noticed this in the real estate development space. You won’t find a mid priced condo development. It’s either a rental building or a luxury condo. Material prices are high, same amount of work, slim middle class
2026-06-16 13:32:41
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Emma 🪐 :
I was literally having this conversation with friends this weekend. Most of them, especially the ones who are less interested in consumer ethics, are saving up for maybe 1 luxury item a year, and the rest of their clothes are quite cheap basics from maybe Shein or Primark or even AliExpress (we’re talking underwear, basic tops etc) or Vinted or at a push, Zara or Uniqlo. The “middle class” shop doesn’t really exist anymore, not in the U.K. anyway. The boutiques are dying, the high street is dying, even Topshop is gone.
2026-06-16 06:09:23
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Christopher Tompkins :
The "death of the middle-class brand" framing explains so much about why everything feels like budget or luxury now. Do you think any legacy mid-tier brand can survive by repositioning, or is the middle just gone?
2026-06-16 20:30:10
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taraneh :
A huge thing missing from this dialogue is the fact that we have enormous amount of access to credit and debt now
2026-06-16 04:34:43
100
lifeby.jenny :
Was just in Asia particularly South Korea and Japan and sparked this conversation with my partner. Was fascinated by how many high quality “middle brands” there were, particularly in Korea - fragrance, skincare, handbags, shoes
2026-06-16 16:00:54
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y2k89 :
Look. I don’t care about brands. I just want natural textiles like cotton wool linen etc but it’s become an upper middle class to upper class fabric. That’s what it boils down to
2026-06-17 01:15:38
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hillerylutzow :
If middle class brands actually paid middle class wages, this might not have happened.
2026-06-16 18:32:07
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Lloyd :
Two words: private equity.
2026-06-16 23:18:35
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Cat ✨ :
That’s why clothing has gone to 💩 I’d love to dress up again for work but not spending $1000+ for a semi- decent outfit
2026-06-17 13:07:31
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HalleluYah :
Because the middle class is drying
2026-06-20 15:45:01
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Isabelle Lenore :
We're cooked.
2026-06-16 03:03:02
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Ligma Bawls :
There’s so such thing as middle class. There’s the rich and everyone else.
2026-06-16 10:25:20
18
Mike Baggs :
Some in the comments are stumbling because they think this is theoretical or a future event, but if you go to the high street, there's already total context collapse and the middle has already sunk. The price of a pair of jeans in Next and Levis is almost the same. A Pair from Drama Call or Cortiez is only a note more. Look at Flannels and you'll see in the sale right now Diesel, Boss, Represent, Axel Arigato, etc, for sale at prices cheaper than Next. Denim is a perfect example of a product category where the brand is the differentiator, and once you break the frame you've carefully built, it's broken. Nobody who pays £50 for a pair of jeans is excited to spend £120 on another pair by the same brand. the day I saw Jacquemus on 50% off in the window of Flannels in the local mall, was the day I ceased to see the brand as couture and they became one of those brands who are only ever temporarily on full price and spend nine months of the year between 50%-70% discount. once you lose certainly of what a brand is and who it's for, loss aversion kicks in because you fear spending too much on something you fear socially signals Tk Maxx.
2026-06-16 21:05:48
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tama :
in tiktok everything “is dying”. not dying, but world is becoming more honest.
2026-06-16 04:11:49
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Sweet & Saturn :
Zara, Gap, Uniqlo, are "middle class" to me. Macy's and Sears are old middle class, like 2000s style. most of my basics are uniqlo/h&m/anthropologie/free peopl/gap. old navy still kicking. but it's definitely getting weird out here. MaxMara, LOFT, OAK + FORT still have stores here in the bay. But again, it's getting weird.
2026-06-17 23:11:29
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Lisa Graystone :
Or choose neither and shop second hand / vintage 🤷🏻♀️
2026-06-16 16:45:12
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LF_ 3018 :
I am middle class, but I'm also first gen refugee (from the 80s).I have no interst in brands or status. my money goes towards investment or savings. Brands and status is what billionaires invented, so you spend money you don't have.
2026-06-16 22:18:42
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Lauren S :
SPIRITUALLY MIAMI
2026-06-17 01:18:09
5
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