This is Rare. đź–¤

Kitsbow–Pendleton–icon–shirt

C'mon, it's only a shirt. How unique can it be? Of the thousands of shirts available, what makes yours so special?

Simple, it taps into a deep emotion.

Unfortunately, we had yet to learn this truth.

When briefing our flagship outdoor shirt, we started from a familiar place. Make a high-quality, feature rich, great-fitting premium garment. Check.

Then it hit the market. We now heard what customers really thought. Their reviews revealed an unexpected theme. Over and over, something like, “of all the shirts in my closet, I get the most compliments from this one.”

It looks good on you. Such simple words. It means we have been seen and appreciated. This is powerful, emotional stuff. And when we experience it in a product, we remember it.

As product creators, our markets fill with great, but parity product. Cars, smart phones, and, yes, shirts. Yet, the products that make us feel something are very few. Today, it’s the best way to separate from the rest.

 
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AI with a Heap of Humility.

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Jay-Z inspired... yet it nearly didn’t happen.