Tag Archives: advertising

Inauthenticity

Let me unpack that a bit…

Hugh and Crye t-shirt

Recently, Hugh & Crye, a DC-based clothing firm for men, with a novel take on sizing, recently did a Kickstarter campaign for their new line of fitted t-shirts. What the hell? H&C has been around for about 5 years, and based on their product growth and hiring seems to be doing quite well. I like their stuff. Why do they need a Kickstarter? The original goal of Kickstarter was to “kickstart” new products by providing crowdsourced seed funding so that you (you!) can ensure that a great idea gets off the ground. And if a project doesn’t make its goals, no harm done, and no money wasted. A fantastic example is the Oculus Rift, which was a Kickstarted Virtual Reality rig, and is now a subsidiary of Facebook. Kickstarting a project is a rather labor-intensive alternative to trying to get a bank loan, or maxing out your credit cards, but with much less risk. It’s a very community-driven, authentic way of getting support for a new venture, moving it from the prototype phase to the initial manufacturing round.

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