@laylafisher

nestle doesn't move this fast on anything that isn't already printing, and olipop's still in the owned-sales phase, not the borrowed one.

everlane was never the tell. shein's playing a different game entirely, and if they're pricing this year it's because the math on international retail finally worked.

unilever has been patient with sourcing before and then pivoted hard once they owned the supply chain. gruns might just be the template they're running twice

ficus is smart but that's not selena's energy. she moves when the culture tells her to, not when a comp validates the lane

liquid death's already in the energy space, so hard seltzer feels like the obvious next move to own that 21-35 demo across dayparts. they're not borrowing sales anymore.