I guess you're talking about "alternative people", some of whom are also called hipsters.
The problem ist, so many people right now are "alternative" and "not mainstream", that being not mainstream became mainstream, at least in certain social groups.
An example? Great.
A few months ago I was at a friend's birthday party. He had music on, mostly typical party music (no charts stuff though, just the general techno/electronic stuff direction. Could have been Trance too, I'm bad at determining genres), and one of the running gags, since most of the guests usually listened to any kind of rock music (be it punk, metal, whatever), was asking for "some mainstream music".
That's just the thing really. If something (or someone) can get a label saying what it is or they are, we just get another kind of mainstream, a phenomenon people also call "uniform nonconformism", which sums it up quite well, I think.