Ana Andjelic: How Everlane, Outlier, and Patagonia are tapping into the ‘social activewear’ phenomenon.
Brands are proposing new ideas to society through fabric, and answering the new consumer desire to signal a shared belief system through luxury goods and clothing. Rather than being about logos and individual status signaling, social activewear is about identifying with the collective.
Outlier’s Abe Burmeister and Tyler Clemens deliver their best interview yet.
Where the Nikes, Adidases, and even Under Armours of the world are complacent, Outlier picks up the technical clothing slack.
Outlier CEO Abe Burmeister: “Scale doesn’t make problems go away, it makes them bigger.”
Burmeister discusses why scale is a false benchmark, why Google has him obsessing over product quality, and the reasons behind his hot ‘n heavy Apple fetish. (950 words)
