CMCI Senior Lecturer Dr Paul Sweetman recently co-presented a collaborative paper on 'Subcultures and the Experience and Branding of Place and Fashion' at the Royal Geographical Society/Institute of British Geographers Annual International Conference in London. The paper is the outcome of a collaboration between Dr Sweetman, Professor Atle Hauge (Eastern Norway Research Institute) and Professor Dominic Power (Stockholm University). Dr Sweetman has studied the cultural and economic impact of key subcultural groups, especially the relationship between subcultures and place, together with branding, marketing, fashion, and people's perceptions and experiences of urban spaces.