Brandless Defined

When people hear our new company is called Brandless, they might assume we’re anti-brand. That couldn’t be further from the truth.

Brandless™ is a brand. Unapologetically. And we’re redefining exactly what that means today.

Brandless started because my co-founder Ido Leffler and I feel strongly that the system by which goods are produced, marketed, and sold in this country is broken. Your values have value and people should not be priced out of them. That’s why it’s time for a different kind of company. One that’s in direct and authentic relationship with its community. One that’s dedicated to both profit and purpose. Contrary to popular opinion, those things are not mutually exclusive.

Brandless is about rebuilding trust in the basics. For us, it starts with being (and acting) human.

That shouldn’t be so hard, should it? After all, we’re just people. And people want pretty much the same things — awesome stuff at accessible prices.

Brandless is about options that make life simpler. Honesty, high standards, and exceptional quality…for everyone.

To us being Brandless means:

• Being in direct, two-way relationships with the people who buy our stuff
• Re-inventing a broken system
• Eliminating false narratives
• Focusing on real product attributes
• Transacting kindness

On 7/11 you’ll see the start of what we mean. Hopefully, you’ll join us. :)