How to launch your product in 2025
Plus, a guide to Free tech pack sketches, collabs done right, and more.
Quick housekeeping - free tech packs!
If you’re here for the free tech pack sketches for your brand that Oren put together on his latest YouTube video (that he created with Crease Group), you can find the download free here.
How to launch products in 2025
We’re back with another episode on creative operations with the homies at Air, and this week we unpack what it looks like for brands to create a compelling product experience, from the research and build-up to the launch and post-launch stages.
This was a really fun episode to work on because we got to feature two powerhouse upstart brands in Manors Golf and Percival, who are challenging the norms of British customs.
One is taking on the golf space, the other is taking on traditional menswear.
After that, we pop over to Goodhood, perhaps one of the best examples of curation in retail right now. We talk about how to bring the right mix of product into a space, how to make it feel modular, get lost in the discovery, and much more.
Ultimately, in this episode, we have conversations around:
Product
Releases
Collaborations
A wider tactical session with Oren on how brands can do this for themselves when launching new things
As always, if you want the playbook we made around how to master the art of creative operations, you can get that right here!
More brand websites should feel like libraries
Is it just me, or does it feel like too many brand websites look great but say nothing?
Flip through and it’s a clean design, fast load times, sexy fonts… But when it comes to actually teaching people something about the brand and the product, it falls flat.
So it’s got me thinking about brands that do a good job of using their website more like a library or an encyclopedia.
Because if you design something that’s even remotely built on innovation, culture, or craftsmanship, you owe it to yourself (and us!) to make it feel like a living library, not a digital storefront.
Here are some examples of brands that nail this for me…
Take Satisfy Running, who turn every product page into a mini masterclass on fabric, weather, and performance.
Jacques Marie Mage dedicates entire sections of its website to the philosophy behind its product, diving into craftsmanship as a theme and how it relates to eyewear, and its own commitments to sustainability.
But perhaps one of my favorites is Stone Island’s iconic Research Hub, where they open you up to the art and science behind how they create their products, putting fibres, fabrics and materials to the limit.
Maybe we’re jaded, but as consumers we’re tired of the “funnel” in eComm, where we’re just herded around like sheep from our phones and social apps, to websites that are designed to painlessly convert us.
Obviously, we want a clean and simple checkout experience, but it’s also worth having a website that adds value, educates, and tells you something.
That’s the difference between a brand that sells products and one that builds believers.
Anyway, enough yapping about websites. We recently put together a mini playbook for how brands should think about their website as a vehicle for storytelling and trust-building.
And we made this with our friends at Vaan, a top-tier design agency from New York (shout out to my guy Xavier!), and wanted to share with you in case you’re interested in where you work, your own brand, agency, etc.
Sailing(core) - the next frontier, or just a trend?
The almighty GHIAIA just launched Vela, a sailing-inspired line under their brand.
Catch me on Craigslist looking at vintage sailboats!
If you know anything about how we feel about GHIAIA, you know we'’ve likened them to a young Brunello Cucinelli or Ralph Lauren.
The brand is steeped in refinement, sport, and heritage, but still early enough in its story that we’re watching the brand (and the man, Davide Baroncini) mature in real time.
What makes this drop so interesting is the intent. Baroncini’s note on Instagram about growing up around marinas but never feeling like he belonged there hits home.
This collection is about reclaiming the romance of sailing (and sport) for the everyman. It’s what Ralph did with Polo back in the day, and we love how GHIAIA is owning their version of that with the water.
Speaking of which, we’re seeing more of this lately, with brands leaning into “sailing-core,” tapping the nautical world not for status, but for soul. It speaks to the interest in selling freedom and aspiration through a humbler, more grounded lens.
There’s something luxurious about that.
When a heritage collab just hits
The new Levi’s x Barbour collab is one of those rare crossovers that actually makes sense. We have two heritage brands with deep histories in craft (denim and waxed cotton) that come together in the perfect blend.
Neither brand tried to outshine the other.
You can feel both identities in the product.
It’s Barbour’s rugged outerwear DNA, Levi’s Americana roots… It’s all there, working together instead of competing for attention.
If you’re a brand (or creative) thinking about collabs, this is a good one to learn from. Bring your own point of view to the table and let the contrast create the spark.