Inside the Coke-Fueled Rise and Fall of VICE

Every morning, I log onto TikTok and scroll past a video that triggers my complex post-traumatic stress disorder. Most of these videos consist of a Zoomer skipping down Bedford Avenue to a Dirty Projectors song, past what once were Williamsburg’s hip warehouse clubs and are now Whole Foods and banks.

Caption: If I lived in Williamsburg in the 2010s and worked at Vice, I would be the happiest person on earth…

Vice would never have hired most of these Zoomers, with their straight hair and HR personalities. Vice would have made fun of them. I would know: In 2012, I was the youngest worker at Vice, making fun of such people. The company formed the most influential and traumatic years of my life.

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