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Can Brooklyn Be Bottled, Branded, and Sold on Shelves?

Brooklyn’s “become somewhat of a marketing term,” a New York Times article quotes Harry Rosenblum, an owner of Williamsburg cooking-supply store Brooklyn Kitchen. What that means for small business owners who produce Brooklyn-aligned products, and the people set to capitalize on the trend, is still emerging.

The article says there are “more and more Brooklyneers in Manhattan and beyond, and a growing number of businesses to serve them.” That means “D.I.Y. chic,” and a certain kind of culture. The story points out that corporations are giving the impression that they’re “Brooklynizing.” Williams-Somoma‘s ready to sell Brooklyn food products are in stores around the country, and both Ford and Gap are seemingly ready to cash in on the borough’s “cool” factor.

The Village Voice headlined a story earlier this month with “‘Brooklyn’ Now Co-Opted by Ford and the Gap.” What of a neighborhood that can be “so neatly and reductively defined that it can be packaged in a car ad and used, albeit indirectly, to sell hoodies made in China?” it asks.

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