Soft serve and soft BOYS.
Zaslav is a little baby.
Soul Cycle launched country club-core merch. (Shoutout to friend of the letter Yasmin Gagne for sending me this.) So I wrote a little bit about this trend a few weeks ago in my Commodification of Connecticut newsletter, but this is more specific than rich northeastern aesthetics. When I went to the site, I expected more of a story here… show off your membership to the tightest club in fitness, an embrace of movement in America, pretty much anything that the explanation that reads “Features "RIDING CHAMPIONSHIP" graphic in blue and "SOULCYCLE" graphic in red across center chest.” There are also too many fonts on the sweatshirt. WASPy membership club graphics are trickling into many brands. Sporty and Rich, Rowing Blazers, Love Shack Fancy, I could go on. I think a few years ago this would’ve been so corny and try-hard, but we as a SOCIETY accept this manufactured aesthetic and history now. Old money graphics make brands feel more concrete or like they’ve been here longer than they have. I’ll end this on the note that I did create one of the most important modern crests of our day: Gaby’s Bakery.
