Anauthenticbrandwithintegrityandattitudecreatinga force ofidentificationforyouthcultures. Fashionandlifestyleproductrangesreflecttheconnotations ofsubculturesgoneby, alongside modern expressions of rebellion and style. Relying on tangible resources and face-to-face interaction the brand brings consumers out of hyperrealities and into the present. An animated store creates compelling conversation throughout the journey, telling stories using colour, sound, smells, touchandtaste. Co-creatingtheconsumersexperiencesthemultisensoryenvironmentstimulates the senses, submerging participants in the musically infused lifestyle. Britain’s youthsubcultures have becomeextinctand music venues inthe UKarerapidly disappearing. Asculturesauthenticmusicalentitiescease toexist, corporatefacadesthrive, eclipsing cultural value of soul and conscience. Music and style origins diminish and consequently these wells of inspiration and empowerment become less available and more unattainable. Music isoftenconsidered tobe thehighestform ofartandculture, veryoftenaproduct ofitstime, botha reflection of the here and now. Whilst not every young person is a music follower, itis argued that musicretainsasocialandculturalforce ofidentificationandpresentation innearlyallyoung peopleslives. SoulAndStonerevives, encouragesandrepresentstheseforces ofidentification through each channel of the marketing mix.