Lately, I have been wondering whether I am simply getting old, or whether there is something in the zeitgeist pushing me to default to “the classics”. I no longer have the energy to even pretend to participate in microtrends. The Graza-fication of every CPG brand fills me with dread when I see a wheatpaste campaign for a formerly indie brand like DS & Durga. I mean, it’s only a matter of time before the Polar Seltzer can looks exactly like Poppi.
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