people who wear specific clothing, listen to specific music, eat specific food and drink specific alcohol that's unpopular because it's unpopular or they do it to be "ironic"
stuff like wearing a goofy scarf in summer because nobody normal does that, or displaying a brand name that's unpopular or disliked to be unique
lets say nobody knows what the band "Concept of Afterbirth Destruction" is because it's stuffty music that nobody sane listens to. If you're a hipster, you wear CoAD tshirts because nobody likes it