Threadguy on niche brands comeback
In a recent appearance, Threadguy argued that niche brands are poised for a resurgence. He posed the question, “When everything becomes the everything app, what happens?” before explaining, “At least on a minor scale, I think boutique becomes cool again.” According to him, “It becomes cool to be niche, it becomes cool to do vintage and it becomes cool to have vinyls.” The full discussion is available at and the original post can be found at #Threadguy
Transcript (en)
When everything becomes the everything app, like what happens? And I think at least on a minor scale, what happens is boutique becomes cool again. And it becomes cool to be niche. And it becomes cool to do vintage. And it becomes cool to have vinyls. And it becomes cool to add friction in a world where there's zero friction and like full cohesiveness across all consumerism. And I think people are going to gravitate towards going back to niche, going back to having specific brands, to going back to adding friction into their consumer purchases.
