NEVER CONFORM: HOW UNDERGROUND SCENES SHAPE THE NEXT MAINSTREAM - Review & Interview

Friday 22^nd May 2026, Underground England

Applying the first-to-know innovation diffusion, which maps how idiosyncratic ideas migrate into mainstream behaviour, NEVER CONFORM doesn’t just explain ‘why high goths’ are the hottest subculture but also uncovers ‘why now’.

Clue: it’s not ‘world goth day’, which the day that Underground England published their review of NEVER CONFORM, together with interviews with a few of the key protagonists, who have inspired the story, new rising kid who has emerged since, and with TFTK’s dr Lida Hujić, the author. You can read it here: 

https://underground-england.com/never-conform-how-underground-scenes-shape-the-next-mainstream/

Underground England is an independent, iconic brand that has been connected to the post-punk and goth heritage since 1981 and is the perfect match for NEVER CONFORM.

Born out of passion for non-conformists, who challenge the status quo for the greater good, NEVER CONFORM is the third instalment in ‘the first to know’ saga – the first being ‘the first to know’ itself, followed by ‘the 2.5%’. 

Photo by: Ollie Gannon

NEVER CONFORM

Available on Amazon or Google Play.

Full title: Never Conform: the cyclical process of ‘weird’ ideas becoming the norm at the dawn of Web 3.0  

Lida Hujić 

ISBN:9780956625823

Discount for all Underground England readers, followers, customers and fans: 90% off (= £2.50, instead of £25.00).

To redeem, use code:  3ZA4KLDD20TW3

Play store redemption URL: https://play.google.com/redeem?code=3ZA4KLDD20TW3