How Micro-Communities Transform Aspiration

A lot of DTC brands, across categories, adopted “reviving the middle” strategy in the form of good quality items at affordable prices and excellent service. The downside of this model is that it’s costly, and most of these brands emulating it are VC-funded and not yet profitable. Scaling this model is also a challenge, as costs of supply, productio... See more

The invisible and the small is rapidly spreading as a desirable, status-signaling social experience beyond Tyler Brûlé’s world, Japanese bars, and menswear forums.

Many opt instead for a more real, meaningful, and uncultivated micro-network presence instead. In a micro-network, posing in a rented private jet becomes ridiculous, so different forms of social distinction take place, like closeness and belonging, knowledge and expertise, or talent and skill.