Levin points to 'Patient Zero,' who in 1997 was a 23-year old graduate student in Gender Studies at San Francisco State University.
"During a cross-country trip to New York, he stopped at the Iowa 80 Truck Stop in Walcott, Iowa, and bought a John Deere gimme cap as a gag souvenir," says Levin. "Within a year, he had dropped out of graduate school, abandoned his SoMa apartment, and and was working at a drive-thru liquor store. Today he is a wealthy televangelist in Bossier City, Louisiana."
The contagion of 'Patient Zero' would prove devastating. Soon trucker hats were appearing throughout trendy coastal neighborhoods like Williamsburg and Park Slope and Portrero Hill, often accessorized with chain wallets and 'wife beater' t-shirts. A new alternative youth movement had emerged, rejecting the staid norms of establishment NPR society and embracing the 'tune-in, turn-on, chug-up' ethos of the Pabst Blue Ribbon underground. Before long, it would broadcast its siren call to an even younger generation -- one whose parents were woefully unequipped to recognize it.
Like most of their classmates, these North Shore Neckies were once bound for some of the top universities in America -- Yale, Duke, Stanford, Northwestern -- until they succumbed to the allure of the Downhome slacker lifestyle. Now some openly talk of dropping out, learning TIG welding, waiting tables at Waffle House or draining oil at Jiffy Lube; some even hint of enrolling at Iowa State. What drives privileged teens to such seemingly self-destructive behavior?
"I guess you might could say we're rebels," says Rachel 'Tyffanie' Stern, 17, lighting a Merit Menthol 100. Once destined for Vassar, Stern is now living with friends after her parents kicked her out of the house for spending her bat mitzvah money on a bass boat. Last month she became the youngest Jewish female to win an event on the Bassmasters Pro Tour.
Pausing for furtive glances, several of the teens share sniffs from a bottle of Harmon Triple Heat deer scent.
"Wooo-eee, @%$# howdy, that's gonna bring a mess of them whitetail bucks," says 19-year old Wei-Li 'Lamar' Cheung. A former Westinghouse Science Award winner, Cheung has devoted his chemistry and biology skill to building a fledgling hunting supply business.