bor·ough·wash·ing

Dictionarymoderngastronomyboroughwashing bor·ough·wash·ing* (noun): The process whereby Brooklyn's cachet as a locus of urban artisanal food culture is deployed for branding and marketing.

In an article titled "Brooklyn: The Brand," the New York Times reports on how corporations like the Gap and Williams-Sonoma are seeking to cash in on Brooklyn's growing reputation as a center for hand-crafted artisanal foods:

Small restaurants and large companies, like Williams-Sonoma, are lining up to hitch their wagons to Brooklyn’s D.I.Y. chic, as though the borough offers something missing in mainstream food culture, maybe in culture in general. It’s not that Brooklyn artisans are going corporate, but that corporations are Brooklynizing.

In a first for the Dictionary of Modern Gastronomy, we're inventing a new word and calling this phenomenon boroughwashing.

*Denotes a DoMG original word.


 





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