Opinion
POV-driven analysis and commentary on what's happening in the industry.
All Posts
Opinion
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The psychology of gear acquisition syndrome
Why we buy the gear before we do the thing — and how the best brands designed the ladder we climb.
Aug 18, 2026
Culture
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Everyone's watching women shrink again
Body positivity didn't end. It was only ever a truce, and the truce just ran out.
Aug 18, 2026
Culture
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One ballot, one flesh
A tradwife influencer with half a million followers wants your husband to cast your vote for you. She's already outvoted the room by herself.
Aug 11, 2026
Culture
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A door, or a door painted on a wall
The Grammys say it's recognition. BTS say it's division. Both are describing the same structure honestly, which is exactly why this doesn't resolve.
Aug 5, 2026
Culture
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The number that replaced the calorie
How protein stopped being a nutrient and became the one number we're allowed to count up — in a moment when nothing else about food feels sure.
Jul 30, 2026
Opinion
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What your company does when nobody's watching is the brand now
A fired NICU mom, a fake mascara review, and the year audiences stopped reading what companies say and started reading what they do.
Jul 30, 2026
Culture
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The business of nostalgia
Gen Z is paying luxury prices for discontinued technology, and every film the industry makes is one it already made. Nostalgia stopped being a feeling and became a business model.
Jul 22, 2026
Opinion
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Inside the clipping economy: the industry turning 3 seconds into millions of views
The right fifteen seconds from a three-hour livestream beats anything a production budget could manufacture. That's the entire thesis of an industry most brands still don't know exists.
Jul 15, 2026
Culture
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Haaland and the last believable luxury
He's the story of this World Cup. So why can't anyone stop talking about his $5 hair tie?
Jul 8, 2026
Opinion
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Your brand is probably invisible to half your customers right now
How AI quietly became the front door to discovery—and why most brands haven't walked through it yet.
Jul 2, 2026
Culture
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The fantasy of the simple life
Agritourism, digital detox retreats and gardening-themed plates are selling us a return to the land. What we're actually paying for is an afternoon without anyone saying "automated workflow."
Jul 1, 2026
Culture
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Everyone is watching something else
The internet split culture into a billion private editions, then convinced each of us we were reading the front page.
Jun 24, 2026
Culture
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From Rolex to TAG Heuer: How LVMH took formula 1's time
Rolex spent a decade timing Formula 1 quietly. LVMH paid double to make sure you'd notice. The handover says less about watches than about us.
Jun 17, 2026
Culture
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Sardinia and the hyperlocal code
A shopkeeper who names her pasta in Sardinian first, a farmer with no address, and what big brands keep getting wrong about local.
Jun 11, 2026
Culture
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Even sleep is a project now
Wellness used to be about feeling better. Now it's about doing more. From mouth tape to sleep scores, a new culture of self-optimisation has turned even rest into another task on the to-do list.
Jun 2, 2026
Culture
+1
The epidemic of sameness: when brand collaborations became substitutes
Crocs put donuts on your feet. Arc'teryx put fireworks on a Tibetan mountain. Wuthering Heights got a Maude candle that smells like the moors.
May 28, 2026
Opinion
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Human taste will save your brand soul
Why the brands that matter next will be the ones that couldn't have been prompted into existence.
May 21, 2026
Culture
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4 women were right about something small. Then it sold for billions.
Corporations could replicate it in a lab by Tuesday. They paid anyway. So what were they actually buying?
May 20, 2026
Culture
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Meet the Gredes: the power couple building modern luxury’s infrastructure
While the headlines chase celebrity, Jens and Emma Grede are building the infrastructure that converts that attention into a machine for scaling relevance into value globally.
May 12, 2026
Opinion
+1
The $20 smoothie and the weaponization of wellness
A $6.8 trillion industry built on ancient practices, a growing class divide, and an empty space that neither side of the market has figured out yet.
May 7, 2026
Culture
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Blake Lively: Anatomy of a slow-motion fall
When a perfectly curated image starts to slip, everything that once felt under control begins to unravel. For years, it all seemed seamless—until it didn’t. This is how a fall unfolds in real time.
May 6, 2026
