The non-secret punk operation

I found a good clothing brand the other day, and like all good clothing brands, it’s literally one person doing everything. It’s called Never Cursed, and I found out about them the same way that seemingly everyone did: because Blackbird Spyplane featured them. I looked at their stuff, it looked reasonably priced, I left the tab because I was doing work stuff, came back three hours later, and the whole store was shut down because they were crushed with orders.

Several lessons appear at once.

First, this event has only made me want their pieces more, even though I do not strictly speaking need any new clothing, was never looking for new clothing, and am not presently in the market for anything this brand seems to make. This desire makes me feel a little guilty – because even though I can afford this person’s work, I do not need to leverage someone’s labor or take from the earth’s resources to bring new objects into my home right now. Yet I still want them! Scarcity!

Second, the ineffable quality that comes from the individual craft of durable objects is almost fundamentally unscalable. We have discussed this in a lot of other text. But there was no way on earth this guy was going to have tens of thousands of wallet-out humans come by and not sell out of everything.