NOT trying too hard

Several months ago, I wrote a post about a luxury car advertisement that tried to appear hip and inner-city trendy but, by getting the nickname of the suburb wrong, only appeared to be stupid.
Who's really hip and local? I ordered a fantastic new book -- a compilation of zine writings by a young Sydney woman -- that's really worth a read. The publisher, Local Consumption Publications, is based in Erskineville and here's the return address they put on the package when they sent me the book: