Russell Westbrook is disrupting the funeral industry
Plus: Indie CPG is eating big CPG's lunch, and Gap is giving me whiplash.
Morning,
Love all the love the GOOD THINKING NYC TOUR letter got. Thank you. To make it easy, I've added all the locations to my AmiGo profile. I use AmiGo all the time for personal travel. You can find real gems like L'Auberge de Chassignolles (read more under TRAVEL). I love the quality of the reccs and the tastemakers they have sharing their favorite spots. Kelly Wearstler just joined, Sam Youkilis is always adding great spots, etc. It’s invite-only, but they kindly gave me a code so you can download and skip the waitlist. Use code GOODTHINKING. Happy travels!
Before you scroll, the awesome folx at Danimás reached out after seeing one of my LinkedIn posts. I have zero mom guilt about traveling for work, and they asked me to share more. It’s something I feel super strongly about. Give it a read here.
If you only read one thing in this letter I recco: EAZE YOUR GRIEF.
As always, the lens of this letter is a best-of-the-best on culture, trends, marketing, etc. What I’m dropping to friends on Slack or finding useful in meetings with brands.
Let’s dive in!
CULTURE
GALA GOOD //
wrote a great recap of brands that excelled at this year’s Met Gala. The sentiment online seemed mixed. A lot of brands went too tropey. But that’s the Gala for you. Brands I liked: 1) Gap. This was the Zac perspective I was craving in the in-store styling. Photog, Sophia Wilson's work is great. 2) Thom Browne. Janelle Monáe’s outfit was, hands down, the best of the night. And this Insta Premium content is fun, albeit slightly confusing. 3) Coleman Domingo. Dressed in Valentino, but it was his personality that I loved. 4) Uno. Pharell’s afterparty was an Uno tournament. Very on trend. It’s a good time to be a card game brand. 5) F1. Damson Idiris’s Hilfilger's look was fun, but the car arrival moment felt like a bigger plug for F1 than Hilfilger.SEARCHING BROS // Are the podcast bros just shilling supplements and green juice, or is their rise pointing to something bigger: a search for the new ‘masculinity’? Abigail Posner says maybe it’s both. The pervasive message is: “Fix your body, fix your life.” “But what the audience is craving isn’t just physical enhancement. It’s a roadmap for becoming better men, not just stronger or more virile ones.” Which immediately brought to mind
’s ‘Longevity Dads’ prediction. While some are in their bio-hacking eras, many of these dads are pursuing longevity to be more available and healthier for their families. Health is a new ‘provider mode.’TRUST CHANGE // The role of doctors is changing. Nearly 50% of “young adults believe well-informed people can be as knowledgeable as doctors, two-thirds see lived experience as expertise.” We’re turning to Chat to read our blood tests and to influencers with the same perimenopause symptoms to get advice. If healthcare businesses and schools are smart, they are teaching some human skills right about now.
CRAVING EASE // In the ‘25 predictions, I talked about our collective desire for one-stop travel experiences. Well, the same is true for our homes. Renters (~50% of whom are Gen-Z) want all the amenities, not nearby, but in-building. Think lounges, pools, co-working spaces (I’ve also visited a few with indoor dog runs, art studios, and music rooms.) Apartment buildings are new brand sponsorship territories.
F&B
SWEET KIMCHI // Sweetgreen collaborated with a 1-Michelin-star Korean steakhouse, Cote, on a line of Korean bowls. David Shim is also the brains behind Coqodaq, a K-Fried Chicken spot in NYC (that came highly rec’d to me by 12 Matcha’s GM while on our NYC tour—taste I would trust.) I love that Sweetgreen didn’t try to do this solo. They picked a great partner, and peeps seem excited. Maybe they can do an extension of this amazing Meat Mani next.
RAISING THE BAR // “Of the top 35 nutrition bar brands, independent brands accounted for a staggering 77% of category growth, while the biggest strategics—Mondelēz International, Mars, The Hershey Company, Simply Good Foods, and Ferrero Group—all posted YoY declines.” Private-label is also, unsurprisingly, killing it, too. The ones growing fastest? Barebells, Built, and Ready. Big brands need to figure out how to see around corners faster. This protein trend isn’t new. I would have been happy to help. And there’s a lot more than protein they should be thinking about, too.
SILVERS, ALPHAS & ZS
LOGGED OFF -> AfterSchool // What is (actually) making teens happy? Analog things. Fishing, gospel, Australian soccer tourneys, and falling asleep chatting on the phone with a friend. No wonder the kids all want a Moot location in their neighborhood. It’s also the reason many ‘resorts’ are revamping —parents aren’t staying if teens aren’t catered to. Teens want to play tennis, stargaze, and learn somatic yoga (just like the rest of us). Teens aren’t just the phone zombies people make them out to be. And, parents' purse-strings are ready for brands that recognize it.
RETAIL
BRAND EXTENSIONS // This letter was written listening to Aime Leon Dore’s SOUND DJ-sets thanks to one of our tour attendees, Jelena Beliard. Apparently, ALD has been at this since 2023, but it’s new to me, and such a lovely discovery. Jelena is spot on, the backdrop for the sets is perfect, and the whole thing is a simple (yet not low-effort) way to be a part of culture. I’d much rather brands find their take on their own culture than merely start yet another Substack and call it ‘culture’. That said, clearly, ALD could do a better job of sharing its efforts. (Related but not: How La Marzocco did not run with this ALD collab for Milan Design Week, over the Porsche one, I will never know.)
OFF THE CUFF // Speaking of branded Substacks, American Eagle launched one. But, they got smart about it, and enlisted an OG and Substack powerhouse
to guest edit the first few issues. While they mention AE product, I like how they are leaning into Casey’s culture insight lens. Very curious to learn the long-term strategy and how Casey’s thinking about this. I’ve reached out, hoping she’ll drop some wisdom.PRIVATE SALES -> Puck // I wrote about the rise of private sales a while back. But the trend is expanding into full retail concepts. Matches Fashion is being relaunched as a ‘Soho House of retail’, aka a members-only shopping experience. Two London locations will be reopened, alongside a new ecomm experience, offering “exclusive products, personalised shopping, and access to events.”
TECH
EAZE YOUR GRIEF // Russell Westbrook launched an AI-powered funeral planning business, Eazewell. The platform is built to handle everything from invitations and paperwork to canceling social accounts and utility bills. The goal is to “remove the emotional and logistical burden families face in the wake of loss”. It’s already been tested by 1000 families. And to keep it free, they are building revenue partnerships in the finance and insurance sectors. Love this.
FOLLOW THROUGH // Function Health has acquired Ezra, allowing the lab-testing company to offer artificial-intelligence-powered full-body scans. This is under TECH because the real opportunity in the preventative medicine lies in the tech that help you follow through. Navigating healthcare is challenging. You can have all the data you want, but doing something with it is the biggest challenge. The biggest opportunity lies in a company that can connect the dots for you. It’s Eazewell for getting to the bottom of your health. Who’s making that? Drop a name in the comments if you know.
SPORT
PADDOCK POP-UPS // One day soon this section will be devoted to non-F1 sports, but in the meantime, Alo Yoga built a ‘recovery’ zone at the latest F1 in Miami. The execution looks bland, but the offerings are on point (halfway there). The Alo Pit Stop offered infrared meditation, cryotherapy, vitamin drips, and branded matcha shots. Recovery is fast becoming sports and wellness’s hottest sector. If you’re not watching this space, it’s time to. Why is this booming? More here.
BACK STAGE // Have you seen the renderings of the new NY Liberty practice facility? Wow. Gone are the locker rooms, in are private suites. It’s giving back stage. They even have glam rooms. It also has recovery rooms and family rooms for breastfeeding/ hanging with your littles. The riverside court also looks rad—picture the content!
WELLNESS & BEAUTY
CROSS COUNTRY // Nordic Strong, a Copenhagen-based fitness brand, is expanding stateside. The brand offers 3 classes. What’s interesting is the focus on strength and ‘deep muscular engagement.’ They use a machine that’s based on cross-country skiing. The other notable thing is their cardio classes focused on improving your ‘VO2 max’, another hot topic connected to the longevity trend.
PROGRESSIVE PROGRESSIVES // Finnish start-up IXI, wants you to upgrade your progressive lens to autofocus glasses. The glasses are as sleek as a standard pair, but embedded with tech that tracks your eye movement and adjusts the focus in real time. So cool.
TRAVEL
POSTPARTUM STAYS // The Logan Hotel in Philly has partnered with Shoshana to build a postpartum retreat within the hotel. The stays are 3 days minimum and run around $1200. It includes meals developed by a maternal nutrition company, Marma. Postpartum retreats have been growing in popularity in the US and are already commonplace in Korea and Taiwan. And while they are expensive, many parents think the support is worth the price, especially since many of them lack a ‘village.’ More hotels will hop on this.
ABU DHABI DISNEY -> The Hustle // Disney is building a new park in Abu Dhabi. And, frankly, given that a good chunk of people are actively avoiding travel to the US lately, this is a smart move. The Middle East’s move toward a tourism mecca has been rising swiftly, and a Disney will only help that. There aren’t many details yet on what will make the location unique, but the ‘Disney Castle’ has definitely gotten an intriguing update.
BORDEAUX VIEWS // As promised, I wanted to share a few highlights from my most recent trip. We drove to Bordeaux, crossing a lot of Southern France. I’ve added all the best bits to my AmiGo. You can use the code GOODTHINKING to skip the waitlist.
Badon Boutique Hotel // This hotel had a really interesting balance of boutique and self-serve. The design is lovely. But at night, there’s no staff. You can grab a bottle of wine from the fridge and just write a little note to let them know. Then you sit back by the fireplace and enjoy the evening. Loved.
Les Sources de Caudalie // This hotel feels like a French Soho Farmhouse. It has a gorgeous indoor pool (half the reason we chose it), the grounds are lovely, and the staff is some of the best I’ve experienced—training at it’s finest. The spa had great quality service, but the interiors are oddly corporate. It felt like a case of ‘follow the brand guidelines’ gone wrong. They are opening a spa location in NYC, hoping it’s not a victim of the same because the actual hotel interiors were the right direction.
1 Logis à Domme // This gem is everything you want in a French countryside hotel. Adorable elder owners who make a mean breakfast. Beautifully designed rooms and a picture-perfect hidden garden. Diamonds like this are what the French get so right.
Auberge de Chassignolles // This hotel is a perfect example of why I love searching on AmiGo. I would never have found this spot through a random search. It’s run by a cool, young team who are making some of the most delicious food I’ve had in a while, serving great natural wine, and drawing people to a town that has basically 5 buildings because it’s so good. Just go.
FUN FOR THE WEEK
Frida is hiring a Head of Lifecycle and Client Development. No salary and 24/7 work hours. I’ve been in this role for 5 years today. High stress. High reward.
Mad Happy partnered with Yamaha on some limited edition jet skis. Fun.
To-go high tea could really take off. Brands should jump on this.
Prince x Abercrombie vintage-inspired tennis tees are fun. Prince comeback?
A brand with a fun visual archive should work with this person.
The Death of Rasputin is the new Sleep No More. I want to go.
Get ready for a collab for the holidays with this. I’d buy something just for this wrapping paper.
Turn a memory into a scent in Seoul. GOOD THINKING SEOUL soon! Who’s in?
Oura is now tracking glucose. Expected but genius.
Away has a cute new kids' line. The campaign is cute.
Tory Burch is going all out to get women into entrepreneurship. Here for it.
My friend and incredible chef, Abner Levi, is launching a raw bar in LA. The interiors will ensure this is all over your feed soon. So proud.
Love this Umbro x Throwing fits ad f/t
We might have reached peak caviar.
Valerie secured £514K in pre-seed funding to shake up the perimenopause biz.
That’s all, folx.
-Chris
If you read this and liked it, that little heart is there for that. The algo and I appreciate it.
Appreciate the mention, Chris!
thank you so much for the kind mention, chris! <3