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Usually we associate with brands based on our experiences with their products. After a while we know what brands we like and use brand names as a heuristic to make purchasing decisions easier. Occasionally when a brand has an exceptional story, the brand actually becomes the product. That seems to be the case with Holstee, a New York, NY based company that focuses on “lifestyle design with a conscience.” The only reason I had heard about them is that they’re often on Fab.com, yet there are a ton of people who have bought a printed version of the Holstee manifesto to put on their walls (see the manifesto here). The brand has literally become the product. Some may write off Holstee as an online store for “hipsters,” but the “People, Planet, Product” approach has a lot of meaning for a lot of people, and it’s enabled Holstee to grow their business.
Design Your Lifestyle
Holstee’s product line is pretty small, and it’s pretty random, but it’s all tied together by a story. They’ve curated a collection of products that help people live their ideal life. Whether you’re buying the Holstee original with a bizarre pocket on the side or Sugru Hacking Putty to repair old stuff instead of buy new stuff, you know that you’re making an ecologically conscious decision (while also sending a message about who you are). You’re also empowering “entrepreneurs in the developing world through,” as Holstee donates 10% of all sales to Kiva. If you’ve already ordered a copy of the Holstee manifesto to hang on your wall, then you’re probably dying to hear about Jobs at Holstee. They take a slightly different approach in that they don’t post job openings. They expect you to tell them about your dream job and why they should give it to you, so go do it!
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