During the first few decades of the internet, we were taught to search for things in a certain way. We might type in “blue jeans,” for instance, or “black dress.”

Search is changing rapidly, as search gets smarter and more contextual. Observing younger people browse and shop, we see changes in real time. It’s becoming more common to search something... See more

While crypto historically prioritized function over form, the space has more recently emerged as a leader in experimenting with using style as a competitive advantage.

At the same time, you want people to constantly reinvent the brand, right?

Yes, otherwise you won’t be current, and a star brand is current—or you could call it fashionable. It is edgy, it has sex appeal, it is modern. In some way, it fulfills a fantasy. It is so new and unique you want to buy it. You feel as if you must buy it, in fact, or else yo... See more