This case examines New York-based Australian fashion brand Di$count Universe, a small luxury fashion label founded in Australia by Cami James and Nadia Napreychikov on three key beliefs: that anything goes in postmodernity, that authenticity is suspect, and that online communities can help nurture a brand. The brand attempts to up-end luxury conventions with outrageously loud clothes, a refusal to sell at retail, accessible pricing structures, and the use of aggressive messaging. With a focus on social media, the company have developed a large and engaged fan base. Starting in 2014, celebrities including Miley Cyrus, Rihanna, Katy Perry, and Kylie Jenner have been photographed wearing Di$count Universe items. These unpaid endorsements and a fanatical online community spurred the company to move to New York City. The move provides the context to explore brand challenges, possibilities for further growth and development, social media endorsement, and the evolution of an avowedly punk brand. However, the city has also posed challenges for the small company: How can the brand grow and move to a more mature phase without undermining its roots? Students are asked to analyze brand identity, brand positioning, and strategies for future growth for Di$count Universe.