The Relevancy Read

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

A Sampling

Rising tides for surf culture.

June 13, 2023

Surfing is surging.

Surfing follows the upwards trajectory of golf, tennis, and pickleball as consumers realize its wellness benefits. The ultimate “no phone” sport, surfing offers a quiet escape, meditative exercise, and, in certain temperatures, similar mental health benefits to cold plunges. New York City’s Rockaway beach has gentrified with new commercial activity surrounding the sport—Almeda Surf Club features surf lockers, a sauna, barber shop, an after-school program, and, of course, cool merch. Watch the tides rise for this sport creatively and commercially and support it with surfing-inspired offerings and initiatives.

We’ve entered dupe culture 2.0.

Peak dupe culture is upon us. Brands and consumers have quickly accepted new meanings of value and authenticity. Tony Bianco provides a clue for what’s next, currently selling a pair of mules unmistakably reminiscent of a vintage Prada shoe. Our hunch says: as archival finds and secondhand shopping increase in clout, and knockoffs shed their stigma, dupe culture 2.0 will emphasize a merging of the two. Moving forward, runway looks of the past will be direct design direction and inspiration for fast fashion brands. You just might get that Chanel dress you’ve been dreaming about since you were a kid.

Longevity replaces anti-aging as the next health craze.

As discourse around aging has grown more positive (60’s the new 40), the health and wellness space shifts focus towards living longer rather than fighting old age. Veterinary medicine company Loyal is developing drugs intended to extend the lifespan of dogs, planning to map their research onto human longevity—a strong indicator of the future of pharmaceuticals. Popular probiotic supplement Seed has recently re-positioned its marketing from detoxing to longevity, while travelers are flocking to cooking classes in Ikaria, a remote island in Greece where residents live past the age of 90 on the Mediterranean diet. As more research and funding goes into longevity science, expect products, services, and positioning to follow.

Weddings pivot from formal events to highly curated experiences.

There’s been a wedding-goals vibe shift from extravagant to eccentric. Airmail also clocked the uptick in "non-wedding weddings.” This new format includes foreign destinations, truncated ceremonies, all-night parties, glamping accommodations, underground DJs, and occasionally, illicit party favors. Generic bridal party accessories like sashes and robes are also out. Spotted recently from Eva Joan, custom embroidered vintage pieces up the ante for bride/bridesmaids' goodies. Weddings are evolving rapidly, so we propose a holistic category makeover. Get in touch and tap us for novel nuptial ideas!

We’re living in a Barbie world thanks to the movie’s marketing machine.

Guests of the Grand Hyatt Kuala Lumpur can take that statement literally in the hotel's new Barbie-themed rooms. Among countless apparel collaborations, a collection with Forever21 stands out, tapping into Y2K nostalgia and retro graphics. Barbie Cafes in New York City and Chicago are serving up all-things pink, from cocktails to retail assortments. Speaking of pink, there was an international shortage of the fluorescent shade of Rosco paint when the Barbie Dreamhouse set was erected at Warner Brothers Studio. It takes a full-court press to make an impression in today’s oversaturated commercial landscape—consider the Barbie “brandland” a case study in creatively crossing industries, categories, and consumer demographics.