You do realize the whole "swag" culture is like the culture your parents lived in. (like riding dinosaurs or disco)
The only difference is the counterculture is much larger because it festered on the internet this time. You are not being cool by "hating" it. Unless the persons involved in it are all starfishs (which they're not, it's just pressure to fit in)
Feel free not to participate it but going around preaching how you hate One Direction, Justin Bieber, and "swag" won't get you any cool points.
Also slayer and I have a 3 second difference in our posts. SCORE