Henry Lefens
May 4, 2018 · 1 min read

Almost all of the mentioned brands share the exact same aesthetic/value in color, photography, font, tone, vibe, site, feed, followers, demographic etc.

I call it the new “VC aesthetic”.

At some point it should become clear to discerning customers that most all of these are formulaic highly VC-funded bets placed by men in ties and Patagonia vests walking in the Marina SF. How’s that for an authentic “woman-run-enviromentally-authetic” brand? Nothing’s changed.

    Henry Lefens

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