The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern consumer climate. More specifically they verified the perception of authenticity among young consumers. In this presentation a new definition of authenticity is constructed. Since youth are the consumers of tomorrow, how this definition affects the way market researchers will interact with this new generation of respondents is illustrated.