Those that think they don’t conform often conform the most. And in a worse way because they think they are somehow different and not conforming and yet actually still following a path of suggested direction and conforming to the norms and accepted practices and fashion sense of that well marketed and propagandized path. For example, a punk looking and acting like a punk should is as conformist as a bank worker in a suit and yet the case of the punk is worse if the punk thinks they are being non-conformist.
Maybe a punk in a suit with a nice coiffure would be more non-conformist. Although it would depend on mindset and recognition of what every carefully marketed path was, but at least it would show some recognition or expression of non-conformity in its true sense.