The keywords are not necessarily prestige and exclusivity but identity and belonging.Membership is micro. To prevent reverse network effects and maintain a high signal-to-noise ratio, brands often focus on specific customer sub-segments and overdeliver for them. This works particularly well for brands that sell easily commodified products. For exam... See more

For every new subway ad featuring an online pharmacy and a nice monstera plant, there was a new pop-up skate shop soaking up the runoff of Supreme teens. HSWLD on Delancey, a dozen others lost to memory… Online, I browsed IJJI and v.soon and Anti-Social Social Club on my friend’s Tiny Clothing Stores Are.na channel, this selection a mere trickle of

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Virgil really focused on the idea of luxury being whatever matters deeply to you and what elevates you in the eyes of your community. And that depends on what your community is and how you define that.