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ETHOS is style, lifestyle, culture, and has attributes and mixes according to personal taste. Ethos has associations with fashion, music, philosophy, and other aspects of culture. Because Ethos is distinctive and different to conformity or normality where everyone tries to be the same as each other, an ethos is often regarded as ALTERNATIVE, as in Alternative Market. Also, it's not a pigeon-hole type of system. A genre overlaps into other genres. You choose your own philosophy and style(s). To some extent, genders are cultural ethoses too.