Movements versus categories
About two years ago, my then girlfriend, now wife, bought me a shirt. She was down in San Diego and saw it at a beachside surf shop. The brand was called Vissla and it had the words “creators and innovators” printed on the back. Vissla is a surf “company.” I put that word in quotes because Vissla doesn’t brand itself as a company but as a “movement.” A movement designed for those who create and those who innovate. Or those who like being associate with such things. They partner with artists, surfers, and others who innovate and create in their field which then gets others, like me, excited about the story their brand is coelscing itself around.
I’ve bought in. If you look in my wardrobe, you’ll see more Vissla clothing than just about any other brand. I like creation and innovation. I want to be in line with that trajectory and theme.
Vissla realized it could be a clothing company or it could be a movement that produces clothing. And the movement has caught steam and has worked.
There are a lot of things that are created to make something. But perhaps the successful mentality is the Vissla mentality — being something that happens to create.
You can have you pond or you can have your river. Ponds have boundaries on what and where and how they can be. Rivers carve and flow and move. I don’t know about you, but I want to be part of a movement far more than a stagnant monotony