Basics brands are commodities. Why do people keep building them?

The hidden secret of most businesses is that the more boring the business, the better the business—the flashier, the worse. This heuristic is especially true in the consumer goods landscape, where brands run the hazard of seeking attention over…


Back to Basics — with Brian Berger of Mack Weldon

In the confusing world of men’s underwear and socks, Brian Berger would like to be your guide. “It all came to a head when my wife threw out all of my tattered underwear and socks, and I had to go to a department store,” Berger said on the 35th…