It was a brief conversation. “I’m thinking about creating a brand. But I want it to be something more. People aren’t just buying t-shirts; they’re buying a lifestyle.”
It is a t-shirt that covers your body, perhaps keeps you marginally warm, but it also is a way to signal who you are to the world. If it is organic cotton, it allows you to be the type of person who buys organic, who cares about your body and the planet. If it is in an interesting cut, it signals that you are not like everyone else: basic. If it is a band tee, it tells everyone you are part of a community, or that you shop at Urban Outfitters. It is always more than a t-shirt. All of your products are more than just mere things; they carry ideas.
Your product is designed to do a thing, to fulfill a clear need, but what else does it do for people?
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