On Drop Culture
A page from the streetwear book
Drop culture isn’t something new. Not even remotely.
Streetwear brands have been leveraging drops since the 1980’s created by sneaker brands like Nike and Adidas to get sneaker-heads hyped about a release.
More recently, we see it with apps like SNKRS and MSCHF, brands like Yeezy and Apple and the very hyped NBA TopShot amongst many others.
Recently, I had the opportunity to consult a DTC furniture brand looking to not only boost sales but to gain organic press.
The problem? They didn’t have any fund raising, their price point isn’t super high or super low, they’re bootstrapped and profitable.
Wait, what?
In today’s attention economy, you’ve got to cut through the noise to make your own noise stand out. That’s why we hear of the super expensive brands or the ones that raise lots of funds. There’s a sense of ridiculousness to it all.
But that wasn’t the problem with this brand.
What was the solution? A drop.
The creative was simple. Play off the Notes App-style posts you see, many times when a …
