Youth culture and brands have always had a convoluted relationship both influencing and feeding off each other alike. The term gepflegt krass is German slang used mainly by youth culture for awesome or cool. Gepflegt:KRASS takes youth culture and the visual culture of brands as a starting point to investigate this complex correlation and incisively analyzes the multifaceted dynamic of branding culture.  This large format publication is critical, challenging and at the same time a theoretical expedition into the world of branding, penetrating a topic that is widely researched yet difficult to keep abreast of due to its ceaseless development. Presented in an exciting collage with manifold layers of text and photography pervading each page, Gepflegt:KRASS defines the visual identities of luxury brands and examines the attraction and fascination youth culture have with them.