If it's hip and trendy, they're not interested

The pretension and callowness finally got to her, and one night "I told my friends I can't do this anymore." She began exploring wine bars and jazz clubs in search of more fulfilling nightlife -- and to get away from hipsters. "Now I'm more interested in what pleases me," says the employee of a major cable network. "I just want my little place in this mad, mad world."

The hypnosis of hipsterism is entrenched among many of L.A.'s urban sophisticates, especially those who work in the trend-driven industries of media, music and fashion. But for many twenty-, thirty- and fortysomethings, the appeal of being cool and edgy is rapidly deteriorating. "The last identity you would want to claim now is a hipster," says John Leland, author of "Hip: The History." "It's the worst of insults."

Just what is hip has become nebulous in a digital age of microtrends, when a cultural blip goes from underground to overexposed in one season. Likewise, the original concept of hip as something outside the purview of the mainstream has been replaced by the hipstream: mainstream cool packaged by corporate marketing departments.

The inevitable backlash -- not against the bohemian veritas but the sycophantic consumer of cool -- is well underway.

"The whole point of being hip in the pure sense of the word is to essentially be oblivious to it," says Robert Thompson, director of the Center for the Study of Popular Television at Syracuse University. "Now the only thing you can describe a hipster as being is a 'hipster' in quotation marks. Almost by definition a hipster is a wannabe."

If hipness is losing its appeal, it may have to do with how difficult it is to stay ahead of the curve.

In a recent issue of his JC Report, a global fashion and lifestyle trend report, Jason Campbell prophesized "the downfall of the hipster." Staying cool, says the fashion trend forecaster, "has become a bit of a joke at this point. It's a rat race that's really difficult to keep up with, and a lot of people are bowing out."