DIP 034: Hand over the keys

Plus, doulas on demand, whipped coffee concentrate, and solution-oriented skincare

May 25, 2021

👋 Hi. I don’t share much about work-work here, but I’ve been heads-down for the last month working on a podcast miniseries that’s now live and — this is something that I don’t say lightly or often — I’m really proud of it! You can listen on Spotify here, or by searching “Self Studies” wherever fine podcasts are streamed. As always, reply with questions, comments, or thoughts about anything you read here.

This issue features 20 brands. Fifty percent are white-led, 15 percent are Black-led, and 25 percent are led by non-Black people of color. You can find the complete Chips + Dips inclusion index here.

The Chips 🚕

I never thought I’d covet a sponge, but here we are.
Poppy Seed Health makes it easier to connect with a doula or midwife.
Ikea hack company Pretty Pegs partnered with ceramicist Helen Levi on a set of knobs.
Whip’d is an Indian whipped coffee concentrate. (Related: A white-owned Dalgona coffee company faced backlash after claiming to… invent Dalgona coffee?)
Plunge makes limited-run, artist-designed towels.
Guess what Only Salt sells.
Homiah makes Southeast Asian recipe boxes.
It was announced last year that Marie Claire EIC Anne Fulenwider was leaving to launch a women’s health start-up. Some sleuthing revealed that she’s heading up Alloy, a Kairos company dedicated to helping women age better.
Leon & Son, my favorite wine shop, built choose-your-own-adventure cocktail kits.
I’m eager to watch Soft Services grow.
Secateur Me Baby makes wavy furniture from Australian wood…
… and Dave’s Clubhouse makes super weird tables and lamps.
This travel pillow with a built-in silk bonnet went (justifiably) viral on TikTok.
Bored makes cutting boards in collaboration with chefs.
New York-based Ayurvedic restaurant Diviya’s Kitchen makes kitchari mixes tailored to each dosha.
Oneg makes fun mezuzahs.

The Dip 🚙

Community has been touted as a golden ticket for digitally native brands. While it’s true that community can bring loyalty, revenue, and engagement, what most brands mean when they say “community” is simply “user-generated content” and “digital buzz.” The problem is that UGC isn’t a sign of community, it’s a Pavlovian response. True community elevates customers to the position of partner. It requires customers to have agency and to shape the brand’s image, but most brands won’t allow that.

No backseat drivers

I caught the East Fork bug earlier this year — four purchases in eight weeks (in my defense, two were gifts). Diving into East Fork’s world illuminated for me a different and truer interpretation of “community.” While nearly every digitally native brand touts community as a differentiator, what they really mean to say is “customer.” True community invites customers into the brand-building experience and allows them to mold the brand to their needs.

For East Fork, that manifests in the form of collectibles and a customer-led barter system. There’s @that_east_fork_friend, which invites people to share pictures of their East Fork collections, and there’s @eastforktrade, where fans trade colors and silhouettes or simply post “ISOs” to complete their collection. All of these allow customers to engage with each other — and outside of the brand’s purview.

As a dinnerware company that operates slowly and intentionally, East Fork has gained a strong following through what I think of as quiet hype. It releases products in small batches, introduces limited-run glazes, and sells in-store exclusives. And, most importantly, its products are good (East Fork is one of the only digitally native brands that consistently exceeds my expectations). Those who know and recognize East Fork products will hype it up and will get excited about, say, the return of Taro as a seasonal glaze.

A similar phenomenon emerged around Elizabeth Suzann, a made-to-order slow fashion label that briefly shuttered in 2020 and has since relaunched. @selltradees functions as an independent secondhand marketplace for the brand, allowing fans to buy, sell, and trade gently worn products, many of which are no longer in production. In this, and in the instance of @eastforktrade, customers are taking the brand’s values and running with them.

The slow fashion movement believes in buying less, buying things that last longer, and buying secondhand whenever possible. We’ve seen brands launch their own secondhand marketplaces, and while doing so may allow them to generate a bit of revenue and have greater control over products, quality, and inventory, handing the reins to consumers opens up a world of possibilities.

A sharp right turn

Like many Extremely Online people, I claimed an honorary role at Vacation Inc. when the company first launched. At first, the title generator seemed like a clever means of building buzz and a mailing list. But when the company launched its “VACATION” by Vacation fragrance, I realized there was more at play.

For the uninitiated, Vacation Inc. is what you’d get if a 1980s corporation teleported to 2021. The copy is stiff and sales-y, like a late-night infomercial or telemarketer’s script. But in transposing that onto a hyper-connected digital space, Vacation Inc. has invited consumers to role play with the brand. Instagram comments address predictable mundanities, but do so in a way that’s infinitely more engaging. A recent inquiry into international shipping read, “As Head Chairman of Sauna Towel Services, I’d like to know when you will be shipping to Europe?”

Vacation has invited customers into the brand and into its world. And while there aren’t yet opportunities for customers (... or employees) to engage with each other, it wouldn’t be a stretch for Vacation to introduce conference calls. It reminds me of the viral “A group where we all pretend to be boomers” Facebook group. Vacation’s marketing facilitates digital LARPing, and does so in a way that makes people feel like they’re contributing to the company.

Come on in

In a 2PM practical, Nate Poulin expanded on his belief that trust is essential for a brand to succeed, and that companies earn trust through well-designed logistics, operations, marketing, and service.

Trust is also the nucleus of community. In order to invite customers in, a company needs to trust its own positioning and products. As an extension of that positioning, it needs to trust that it has attracted the right consumers — customers who will contribute positively, hold the brand accountable, and ultimately shape its future.

Still hungry?

DIP 003 looked at the Glossier and Outdoor Voices’ community-building strategies.
Marianna Gose Martinelli wrote about building strong communities, comparing and contrasting her work at The Wing with mutual aid.

Real Dip 🏎️

Allium-anchovy dip.

Heat a three-second glug of olive oil over medium heat, add 4–6 anchovies, and stir until they dissolve. Cut the heat and add 3 sliced scallions and two sliced cloves of garlic. Stir for a bit until everything softens, then let it cool. Maybe stir in a heaping spoonful of grain mustard.

Plays well with smashed potatoes, gem lettuce, and fried eggs.

Thanks for snacking,

— Emily 🚎

Chips + Dips