The young generation of European Muslims makes their voice heard, assertively, energetically, often turbulent and vastly different in comparison with their families who migrated here in the 50s and 60s. Better educated and more ambitious, with nothing in common with the silent, disempowered and grateful to the community of the first immigrants, these young European Muslims apply differentiation strategies, assuming their own way of living, their parents' culture and religion. The current study aims to explore the varied and inherently distinct ways in which the young post-migrant Muslims experience Islam in today's urban Europe, as an expression of an Islamic pop culture and as a trademark of an alternative consumer culture industry.