This project was my final year dissertation. Through the examination of current literature, the dissertation explored what millennial consumers prefer to buy into– product quality or product branding, how millennial tastes in graphic design trends have evolved within streetwear, and if branding is a form of cultural awareness and community building. I carried out a survey within my dissertation and found that a majority of 18 to 24 year old participants said they were mostly price conscious when shopping for streetwear, and that online is the most popular source to discover new brands and streetwear. Varied results were found when participants were asked if branding reflects their personality and morals. When participants were asked how they feel when wearing the same brands as their peers, the majority felt too mainstream and lacked individualism.