Strategy
The cost of a trend
Trends are borrowed relevance. The interest is paid later, in recognition.
18 June 2025 · 4 min
Every trend arrives with the same promise: relevance without the work. It is a real offer, and the price is real too.
When a category adopts the same visual language, differentiation collapses. Everyone looks current and nobody looks like themselves.
The alternative is not to be old-fashioned. It is to be specific. Specificity ages far better than novelty.
We do not chase trends. We build brands that outlive them.
Sales are temporary. Identity is permanent.
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