Timeless products and future classics are items that are season-less and built to last. Often an investment product, or a future grail, it's an item that isn't lead by industry trends, and it'll serve you long-term. This is something we heartedly believe in, supporting brands that demonstrate a sense of care, quality and timelessness. We break it down below...
Future Grails / Future Classics
A grail is an hard-to-obtain item, something you could spend years pursuing. It could be vintage, it may have only be released in a certain region. Either way, a grail is hard to find. A future grail, is something we like to think you can invest in now, for it to act like your grail item in years to come. Something you discover a new-found appreciation for in 5, 10, 20 years after you initially purchased it. The price per wear is an interesting discussion with timeless products and future grail items. Say you buy the Wacko Maria x Larry Clark Hawaiian Shirt released in 2021. You wear it every summer a couple of times a week, and keep it for years and years to come. The big price tag when you first purchased that shirt suddenly seems a lot smaller.
Cult Classic Not Best Seller
Cult classics, product that will never really go 'out of fashion'. Perhaps because of their excellent quality and durability, because they've been around for years and years, and despite waves of different styles and trends, they'll always be a trustworthy bet. They're not a trend-based product, but more of a product that's earned the trust of their customers from years of consistent high production standards. A company or product that give good reason for you to invest and keep longterm. Paraboot and G.H. Bass are good examples of cult classic products; truly timeless, classic style, goes with everything. The white t-shirt is another example. It couldn't get any simpler, but that's what makes it all the more fundamental. It's design is never going to set the world on fire, you'll never see a catwalk of white t-shirts, yet it is so classic. Think Jeremy Allen White in the bear: long hair, tattoos, looking a little bit rough, but in a crisp white tee always. Or Chloe Sevigny, often sporting well-fitting denim and a white graphic tee or button down, total classic look and feel, effortlessly cool. There's beauty in simplicity, a well fitting white tee contributes to our wardrobe more than we think.
Investment Pieces
"Buy better, buy less" is a motto that resinates with us to no end. We have always and will always believe in investing pieces, building a fundamental wardrobe of staples that are built to last a lifetime. Going back to the previously mentioned price per wear, this is exactly what we mean when we say buy better buy less. It might feel like an unjustifiable amount of money to spend on a single at the time of purchase, but breakdown that cost over the course of a few years, and the cost per wear amounts to less than disposable and trend-based products that last a season or two. Focusing on the longevity and durability of products rather than pursuing constant, disposable consumption and fast fashion. This often involves investing in higher costing, but importantly significantly higher quality items that are built to last, reducing the need for frequent replacements. Buy better, buy less. Buy once, use forever.
