Opinion
POV-driven analysis and commentary on what's happening in the industry.
All Posts
Culture
+1
Thrifting is a slot machine with a conscience
The secondhand boom runs on the same dopamine as Shein's 4,700 daily drops. The difference is that the thrift store can actually run out.
Oct 6, 2026
Opinion
+1
Why every founder is posting and almost nobody is listening
Founders are now expected to run the company and be its media channel, and most of what they post is forgettable. The few whose voices last built them on proof their customers can verify.
Oct 1, 2026
Culture
+1
The Sydney Sweeney ad needed you angry about the wrong thing
The argument we had about the Novig ad was the argument we were handed
Sep 22, 2026
Opinion
+1
The romanticisation of the mundane is not an aesthetic
Why restraint, routine and real product use are replacing polished aspiration — and why the brands that understand the shift are finding their best ideas in the ordinary details they already own.
Sep 3, 2026
Culture
+1
Yayoi Kusama made herself impossible to lose
She died at ninety-seven, still painting. The dots she could not stop making became the most efficient identity system in contemporary art, and the reason no brand will ever manage to copy it.
Sep 3, 2026
Opinion
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
+1
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
