I was doing some packaging preparation for fall travel and was pleased to discover that I’d finally appeared to have built out a basics wardrobe that actually mixed and matched well. A decent capsule wardrobe I bought I’d never achieve had come together after literally a decade of failed promises from startups.
There was an era of direct to consumer startups that promised quality and simplicity. A startup would launch with few basic but upscale stock keeping units (or SKUs) that promised they would be all you needed to own at a fair price point. This was alluring proposition for many early entrepreneurs including myself.
The premise was simple. Why would you want to add unnecessary complexity to tee-shirts, glasses, or toiletries when you could get something good without worrying if you were paying a markup for branding or retail margins?
The DTC boom has been largely looked at as failure as a movement for both consumers and businesses. With the benefit of hindsight, many of the businesses relied heavily on growth that couldn’t be achieved without either expanding your retail presence in stores or without giving up on providing simple basics.
As the zero percent interest rate era boomed, brands released constant new and novel SKUs to chase growth in every vertical from sneakers to lipstick. The goal of better prices and simpler products failed under the weight of driving growth at scale. Darlings became pariahs and founders sold to roll up private equity firms.
ZIRP ended as post pandemic era inflation demanded higher interest rates. We all complained bitterly about cost and quality of consumer goods in the aftermath.
And yet maybe we judged things too harshly. A chaotic decade of changing macroeconomic conditions were not easy to navigate. The growth required by venture and private equity were always going to conflict with a simple ethos of shopping.
But here I am with exactly what I wanted from my shopping choices at the start. I’ve got my quality basics merchandised in a simple way from brands I purchased from directly. In other news, the Everlane Barrel Pants are excellent.
