The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Weddings’ glow-up.

March 21, 2023

Wedding “vibe shifts” become selling opportunity.

Heightened celebratory energy after years of small Covid ceremonies has created new expectations for afterparty outfitting. Neon Cowboys nails the opportunity with its recently launched LED Transparent Bridal Gown, Light Up Bridal Veil, and White Light Up Nudie Suit. Tap this new tradition with casual, fun, and dancefloor-ready assortments that keep the good times going all night for wedding guests and newlyweds alike.

Retro Futurism returns to relevance.

Where the Space Race fueled 60's futuristic aesthetics, we again find ourselves in an era of rapid technological advancement. Design honors the past with retro branding applied to new-gen products like Day Job's play on classic grocery packaging for SciFi Food's cell-cultivated meat. Pierre Cardin staged a Fall 2023 comeback loyal to its founder's whimsical vision of a space-age wardrobe. Courrèges' minimalist mod outfitting and Coperni's tech-infused showmanship speed up the aesthetic trope for a fast-approaching future.

It’s getting hot in here, so throw out all your food.

Hellman’s new Smart Jar uses thermo-chromic ink that changes color based on temperature to show people if their fridge is running too warm to store food. Different from the purely aesthetic applications seen in Haviana’s Market collaboration or Roarvale’s Vivid bags, Hellman’s is using temperature-transforming materials from a utilitarian angle. What other product categories could benefit from this use case? Some food for thought…

Country clubs aren’t so stuffy in LA.

Golf is on the upswing. The pandemic saw outdoor sports and related streetwear flourish. The LIV Golf tournament controversy put a spotlight on the sport, while Netflix's Full Swing documentary brought it to a new audience. Now, L.A.’s creative crowd is storming the course, forming a counterculture golf community focused on diversity, inclusivity, enjoyment, and expression. Popular public-course leagues such as the Penmar Social Club and Play Date modernize golf with fashion and the arts, emphasizing cost-effective membership dues and casual attire and sensibilities. As golf weather approaches, consider updating your merchandising and marketing strategies to cater to the new golf goer.

Hold the Beyond Burger. Real beef could be carbon neutral.

Biotech company Symbrosia’s seaweed-based cattle feed reduces methane emissions from cows by over 80%, without sacrificing taste. The company is partnering with livestock producer, Carman Ranch, and America’s first carbon neutral food company, Neutral Foods, on a natural fix that works for the benefit of animals, people, the land, and the planet, giving consumers more sustainable choices beyond plant-based or cultivated meat alternatives. As traditional animal products are still in most U.S. households, solutions that meet people where they are offer realistic roadmaps to a sustainable food system.