Revival Stories•Jan 12, 2026•8 min read
Arc'teryx: From Technical Gear to Street Style Icon
How a Canadian climbing brand became the uniform of tech workers and fashion enthusiasts worldwide.
Understanding the archeology of brands
We don't sell anything. We analyze why brands become cultural phenomena, why they disappear, and why some make remarkable comebacks.
Revival Stories
Deep dives into brands that disappeared and came back stronger. From Salomon to Carhartt.
Consumer Psychology
Why do people queue for sneakers? What drives "quiet luxury"? The sociology of consumption.
M&A Watch
Tracking global fashion and lifestyle acquisitions. Who owns what, and why it matters.
Latest Analysis
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Revival Stories•Jan 10, 2026•10 min read
Birkenstock: From Orthopedic Shoes to Fashion Runway Sensation
How a centuries-old German shoe brand transformed from medical footwear to a billion-dollar fashion phenomenon.
Consumer Psychology•Jan 8, 2026•12 min read
The Stanley Cup Phenomenon: Nostalgia Meets Social Proof
Examining the psychological drivers behind the viral resurgence of a 110-year-old thermos brand.
M&A Watch•Jan 5, 2026•6 min read
Tapestry Abandons Capri: What the Failed Merger Reveals
The luxury conglomerate game is changing. Michael Kors and Versace tell a bigger story about brand value.
Revival Stories•Jan 3, 2026•9 min read
New Balance: The Anti-Nike Becomes a Cultural Icon
How embracing its 'dad shoe' aesthetic turned New Balance into an authentic alternative to flashy athletic brands.
Revival Stories•Jan 1, 2026•7 min read
Crocs: The 'Ugly' Shoe That Conquered Fashion
How Crocs embraced its polarizing aesthetic and collaborated with designers to become a billion-dollar brand.
Revival Stories•Dec 28, 2025•9 min read
Tommy Hilfiger: From Preppy Classic to Streetwear Staple
How the iconic American brand reconnected with youth culture through hip-hop collaborations and bold rebranding.
Revival Stories•Dec 25, 2025•12 min read
Gucci: From Family Scandal to Luxury Powerhouse
Alessandro Michele's bold creative direction transformed Gucci from a struggling brand to the world's most valuable luxury label.
Revival Stories•Dec 22, 2025•8 min read
Vans: From Skate Park to Global Culture
How Vans stayed true to its skateboarding roots while becoming a billion-dollar cultural phenomenon.
Revival Stories•Dec 19, 2025•10 min read
Dr. Martens: From Work Boots to Fashion Statement
How the iconic 1460 boot became a symbol of rebellion and fashion across decades.
Revival Stories•Jan 15, 2026•9 min read
Polaroid: The Instant Film Revolution Continues
How Polaroid turned nostalgia into a modern business model through innovation and artistic collaborations.
Revival Stories•Jan 18, 2026•8 min read
J.Crew: Reinventing American Classics
How J.Crew emerged from bankruptcy with a renewed focus on sustainability and inclusive fashion.
Revival Stories•Jan 21, 2026•11 min read
Tiffany & Co.: Luxury for a New Generation
How LVMH transformed Tiffany & Co. while honoring its 180-year heritage.
Revival Stories•Jan 24, 2026•10 min read
Panasonic: From Electronics Giant to Sustainable Innovator
How Panasonic pivoted from consumer electronics to become a leader in renewable energy solutions.
Revival Stories•Jan 27, 2026•9 min read
Levi's Vintage Clothing: Heritage in the Modern Age
How Levi's transformed its archive into a cultural phenomenon for contemporary consumers.
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Brands Analyzed
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Revival Stories
89
M&A Tracked
2.1K
Research Hours