Strategy

A new definition of power

Capitalism should be good; it is a tool that, if used correctly, can bring prosperity and freedom. When the rules are correct, fairness will make us richer. Morality drives profound systemic change in a global system, and it needs work, thought and conviction.

Power has a new meaning; it can mean what you can do for others; be a mentor, a platform, an enabler of change. People choose from what they know, widen the search and create choices for people.

Taking care of those around you is vital. The people you work with are your community, have positive intent in your choices. Support those around you and understand their position. For global brands, insure the timing, tone and details are well-judged. Keep it intimate.

Top banner image, Holz und Wasser by Niklas Böll

Brands face a new urgency, a conversation that could be uncomfortable. Stories have power; narratives shape our everyday lives. We can construct new narratives to enact positive change and tell powerful stories in the fight against injustice. It is essential to understand your place in today’s culture and embrace your role in society in an authentic, courageous, and meaningful way.

01 Rise by raising others

02 Equality of opportunity

03 Local focus

04 Moral capitalism

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A medium

Virgil Abloh introduced Imaginary TV, Off-White’s new experimental presentation platform. Imaginary TV is a platform to inspire people and expose them to all kind of ideas. Cooking, classical music, dance, it is an MTV, record store kind of experience.

Kids shape their education on the Internet. Imaginary exposes them to a wide range of inspiration, widening their perspectives. Explore here

Evolution

Peugeot has brought together a diverse in-house talent pool to design its new brand campaign, Lions of Our Time, expressing strength, pride and timelessness. By linking the new logo to their brand identity, they expressed their heritage while addressing a new, younger and more diverse audience.

Authenticity is essential, and while other companies have used the shield, the link to their origin creates a new narrative that feels rooted and timeless. See video here

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Changing the narrative

Collina Strada sees itself as a platform for climate awareness, social awareness, change and self-expression. The label’s ethos is being the best version of yourself that you can be; this means steadily transforming Collina Strada into a fully sustainable, wholly transparent, radically inclusive, and fundamentally fun fashion label.

Through collaborations with multimedia artist Freeka Tet, and not using traditional models, they have created their world, full of fantasy and humanity, while at the same time constantly asking themselves; why are we making this? See more here

Opportunities

Travis Scott has launched the Cactus Jack Foundation, which aims to provide educational and creative resources for the next generation. Following the Texas winter storm, the foundation set out to launch an emergency relief drive to help Houston and bring food to 50,000 Houston residents affected by the storm.

Using your voice and your platform is essential for artists, athletes and brands. Doing something about what is wrong and pushing the message to create change. See more here

Retail

Physical retail is a platform for change, just as your online presence is. While online might reach many more people, to be in contact with people in a location is unique, and we appreciate that now more than ever. Shops have become voting stations and places for workshops and discussions.

Organise small initiatives to create an impact, smaller shops linked together with music, food and art.

Make sure everybody can grow from the experience. Exposure is not enough; people have to make a living, pay them.

Use your voice and recognise your place and position in the local community. Understand the neighbourhood and its issues; you are part of it.