Dystopian food for extreme diet culture and apocalyptic attitudes.

Following a defining decade of body positivity, the scales tip back towards glorifying thinness as diabetes drugs like Ozempic infiltrate the masses. Food positioning is shifting towards streamlined fuel, eliminating elements of joy, leisure, and community. Squareat offers portion-controlled, shelf-stable meals in gelatinous square cubes, including basic veggies, proteins, and carbs. Meepo snack-ifies the sentiment in “meal cubes.” Recently in Tokyo, YZY’s food division launched with square pieces of plain proteins placed in uniform lines on stainless steel tables. No tableware or cutlery allowed, promoting sustainability. Now viral on TikTok, 'Girl Dinners' romanticize suppers of dainty snacks. As the “less is more” mindset expands from fashion to food and alcohol, expect portions and propositions to downsize.

The case of the IP cash cow.

On the heels of the Barbie movie hype, Mattel revealed plans to transform other IPs into Hollywood fodder. As box office success increasingly comes down to consumer nostalgia and pre-existing IP awareness, developing screenplays around brands with their own audience and currency creates a built-in safety net for creative exploration. For instance, an upcoming Barney project examines childhood memories through current attitudes. Putting a surreal, adult spin on the character, the project caters to the “Millennial angst of the property rather than fine-tuning for kids.” Nostalgia is officially an economy and discoverability is easier than ever, so brands have a treasure trove of properties to play with. Call The Co. to help make your screenplay a success with a download on shifting sentiments.

Download our Newstalgia Report to program and pace properties and brands.

Clean fashion is the new clean beauty.

Apart from killing the planet, fast fashion is also making people sick with toxic chemicals, according to research in journalist Alden Wicker’s new book, To Dye For. The idea for the book stemmed from a 2019 lawsuit in which Delta flight attendants sued Land’s End, claiming their uniforms were causing illness. Other evidence cites similar lawsuits against Victoria’s Secret and children’s brand Carter’s. Our hunch: the emphasis on ingredient lists and checkmarks that are characteristic of the clean beauty movement will find their way to fashion—think “nutrition labels” on hangers and tags.

Cowboy boots on the ground in Aspen.

The Co. took a quick trip to Aspen to check out the summer scene in retail and hospitality. Here’s what you need to know. New York City made its way to the mountains from Brooklyn bar Ponyboy’s residency at the W Hotel to Brunch’s pop-up space and Felix Roasting Co’s out-West outpost, reminding us that traveling consumers are always looking for a taste of home. The iconic Kemo Sabe store gives a master class in service with a smile, including a door greeter dressed as a cowboy and a fully stocked upstairs bar, also available for private events. Culinary club Casa Tua, Sant Ambroeus Cafe, and Hermes’ elevated ski chalet space all infuse brand aesthetics with local style. Finally, Coller Davis favorite Nick Fouquet brings a beautiful taste of modern craftsmanship.