Gold Crown Press

How an unknown Philadelphia ad agency taught the world to sell out and laid the foundation of America's cultural and economic hegemony for the 21st century. Given unprecedented access to the archives of Gyro Worldwide and the Grasse family, renowned cultural theorist Harriet Bernard-Levy PhD. unlocks the secret Philadelphian formula that brought the hipster ethos to the masses.

The story begins with Steve Grasse’s humble roots as a boy growing up in Pennsylvania Dutch country, and then follows him to the city, where his dreams of archetypical mercantile success are fulfilled. Along the way, we meet Bam Margera, Spike Jonze, Sailor Jerry Collins, the Bikini Bandits, and other pop cultural colossuses who crossed Grasse’s path. We watch as brands like Puma are transformed from moribund stalwarts of a bygone era into hip new shiny entities. Most importantly, we learn how one humble advertising agency taught the millennial do-it-yourself artist culture how to sell themselves out, while convincing the American consumer to buy in.