Brands in crisis
Grant McCracken
193

As always, Grant an absolutely stellar piece and I’m honored to be included in your mentions of “talent” to watch… It’s so true and this actually harkens back to your book, “Flock and Flow” where brands like Ralph Lauren are now at veritable Wal-Mart status as far as cache is concerned. The love is gone. Instagram has become the greatest arbiter of cool in my humble opinion where you people we can become our own global curators and the cream rises to the top but it’s never static. There are a bevy of craftspeople out there making really cool shit and the greatest compliment anyone can get is not “I love your Ralph” but “Wow that’s so cool, where did you get it?” Which leads to the story of how it was curated and the values of the person that made it. Place’s like Huckberry, Deus Customs, Petrolicious (insert hundreds of others with varying degrees of lifestyle permutation and design sensibilities) are all becoming accessible lifestyle brands in which instead of aspiring to what’s on the page, people are actually doing. In essence in a way of saying take your Tweed and shove it, I’m taking my surfboard on the subway and going surfing.