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100% fresh, wild-caught ideas

What’s in our heads

Writing

January 15, 2021

The trick to great product descriptions? Stop describing products.

Why does online shopping feel like particularly tedious homework so much of the time?

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B-sides

December 14, 2020

Wow, what a year (not in a good way).

Help us decide how to commemorate a year that future generations will squint at and go, “Yikes.”

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Story

December 2, 2020

Saying ‘Black Lives Matter’ is one thing. Living it is another.

Learning to be anti-racist takes introspection, stamina, and holding yourself accountable when no one is going to pat you on the back for doing so.

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Story

November 5, 2020

Your brand’s story is out there somewhere. Let’s go find it.

Ultimately we want to answer the question consumers will ask: Why should I believe in what this brand is putting out there?

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Writing

October 19, 2020

Want better product copy? Think less like a retailer and more like a magazine.

I’m always confused when people talk about fashion as frivolous, because shopping is just another word for making choices.

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Work

September 17, 2020

Our brilliant, wonderful, racist workplace.

How can one word be the seed of both a hate crime and a breezy slight while emptying the office dishwasher?

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Writing

April 21, 2020

How to write your way through a pandemic.

We knew there would be masks and homeschooling and fervent hand washing. We were prepared to read apocalyptic headlines and go Kondo on our closets. But nobody warned us about the writing. So much writing.

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Story

March 23, 2020

Why your brand needs a $3,200 harvest hare hat.

Story is what turns a down jacket into a pledge of allegiance to planet earth.

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Story

February 5, 2020

Perfect or interesting? Choose one.

Interesting catches our attention because it teaches us something new, while perfect is the owner’s manual of a car we’ve driven for years.

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Drum roll, please: Thread is now a Certified B Corp! We 🎉 are 🎉 stoked

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