Paulina Paucic

to the horribly corporate Brandless. Even the names of boring basics companies like “Common Threads” and “Universal Standard” reflect the the popularity of genericness

The judge of a subculture is not its stated axioms, but the type of people who identify as its members.

Unlimited availability and optionality among consumer goods has staged the final competitive battleground in the space of immaterial value, where there is no ceiling on “cultural value add” managers can jazz up a product with. Is it any surprise that brands want to become culture itself?