Work

The smartest brands already know this. They don’t market to you, they talk with you. They don’t chase culture but build it at their own speed. They don’t need to explain their moodboards, because their work says it better than the BTS inspiration ever could.

In the coming years, we will see more and more people publicly embody contradictions, and that will make it hard to categorize them in the algorithm of our minds. We will be forced to find beauty in the weirdness we’ve tried to optimize away. Merriam-Webster named authentic Word of the Year in 2023, but on the eve of 2025, it turns out we’ve been... See more

What we really want is to remember we are alive.

Retail brands are curators of a way of life - there’s a Prada life, an ON Running life, a Jenni Kayne life. In addition to their core business, brands build the entire worlds that customers step into.

Knowledge work rarely follows linear patterns. Our most valuable contributions often come from reflection, seemingly "unproductive" conversations, exploration of dead ends, and invisible mental processing.

Fewer mission statements please, more mission questions.

As we know, a brand does not exist except in the consciousness and perceptions of its consumers.

Seventy-five percent of the content marketers create is useless and created out of habit.

When a brand can hold two opposing ideas without collapsing, like sex and idealism in American Apparel’s case, they reflect peoples’ inner conflict back to them, and that’s a magnetic energy to project.