Saved by Thomas and
Brand Thinking and Other Noble Pursuits
Our customers feel a sense of ownership with The Hundreds, and if they believe we’ve sold out or feel we’re making off-brand moves, the backlash can be sharp and unforgiving. The Hundreds has come to represent chapters in young people’s lives.
Bobby Hundreds • This Is Not a T-Shirt
Tight brands like the ones we’ve surveyed here raise the emotional stakes for their users. They create emotionally provocative norms so that we don’t just know the rules, but feel them deep in our bones.
Jasmine Bina • A Time to Build Tight Brands in the Chaos of Loose Cultures
The keyword here is not necessarily prestige and exclusivity, but identity and belonging. There’s a pure pleasure in the intimacy of consuming together, along with enjoying status within a community. Thanks to a membership in a community, a hypebeast gets access to new product drops and events. This is the domain of intangibles that most loyalty pr
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
One thing is certain: the authenticity aesthetic served as a cohesive for all of these developments. It tied the spectrum of consumable items, spaces, and identities into a single unified visual experience.
This is a good time to discuss the demand for authenticity and where it comes from. As I hinted at previously, there’s a personal dimension to a... See more
This is a good time to discuss the demand for authenticity and where it comes from. As I hinted at previously, there’s a personal dimension to a... See more