Everything Is Merch

Under pressure for newness, brands struggle to actually create new stuff, but by curating the old, they give it renewed meaning and purpose in consumers’ eyes.

For a long time, retail survived on taste and real estate — curation and distribution. The internet made it possible for regional clothing stores like Need Supply to sell to a global audience and build larger businesses. But then it also made it easier for consumers to find everything, anywhere — at the lowest price — challenging any sense of loyal... See more