The Kids Are Alright
Hi everyone, happy Wednesday!
A few months ago I read an article from Bloomberg’s advertising and brands columnist, Ben Schott, breaking down the identical branding (“blanding”) of millennial D2C startups. Well Schott’s back at it again, this time taking aim at companies marketed towards Gen Z who gravitate towards sunny, colorful, vivacious branding, which he terms “adorkables.” I suppose it should come as no surprise that I’m particularly susceptible to this aesthetic — I’ve already written about several adorkables such as Topicals, Starface, and Scruncheroo — but let’s take a look at a few more today, shall we?
Patch Things Up
Oddli has all the hallmarks of an “adorkable” — a heartwarming backstory, cute sticker sheets, quirky retro vibes — but this is not the brainchild of 40-year-old marketing execs. Oddli possesses the rare, coveted stamp of authenticity because it was started by two Gen Zers themselves: Ellie Chen and Jensen Neff launched the brand right after graduating from Stanford in spring 2020. With a focus on sustainability and small batch production, Oddli’s bucket hats, halter tops, and board shorts are crafted entirely from deadstock fabrics patched together to form a one-of-a-kind, quilt-like pattern. The brand has picked up traction through some clever promotion on — what else? — TikTok, and orders are currently closed to fulfill the demand. I’m dying for a pair of the shorts and I’m bereft that I missed the window, but I’m happy to wait patiently until they open back up.
Nailed It
In life, sometimes a dog is gonna be more fashionable than you… and that’s ok. Boobie Billie is an Italian greyhound and chihuahua mix who catapulted to Instagram fame for her super stylish outfits, featuring everything from mini Balenciaga sneakers to Susan Alexandra purses. Billie recently started her own brand, selling bags and headscarves decorated in a plethora of zany patterns: lavender houndstooth, yellow buttercream, lime green zebra, and cow-shaped cow print. But as someone who has never managed to give herself a successful manicure, my favorite by far are these nail wraps done in collaboration with Cirque Colors, which include a bonus print of Billie herself.
Hair Me Out
The sight of these Chunks barrettes unlocked memories I hadn’t accessed in years. When I was in kindergarten my grandma would spend hours fussing over my hair, sending me off to school sporting a headful of rainbow elastics or sparkly barrettes. My bathroom drawers were overflowing with exactly these kinds of oversized acetate accessories that she had brought over from China. I can’t express how excited I am that crazy clips are back in style; I am READY to dig mine out and go FULL kidcore maximalist with my hair.