Great Jones Cookware and the Illusion of the Millennial Aesthetic

An elaborate narrative and famous supporters can make up for, or distract from, the mundanity of the actual items being sold.

The direct-to-consumer wave began in the twenty-tens as a new generation of startups promising to “disrupt” traditional industries for consumer goods. Instead of leaving the market to century-old stalwarts like Gillette, for example, a company like Dollar Shave Club, founded in 2011, would set up its own supply chains to manufacture razors; add cle... See more