Welcome to the brand spankin’ new Kontorsion Inc. portfolio & blog! We’re excited to finally be able to showcase our work in a manner that we feel does justice to all of the hard work we put into it. Hopefully by now you’ve had a chance to browse our portfolio and find out a little bit more about us & what we do. Now, you’ve found yourself reading ANOTHER blog post on yet ANOTHER blog. Congratulations if you’ve made it this far. “Dime a dozen” doesn’t even come close to explaining the mass of blogs popping up in an attempting to curate the flood of content flowing through the internet. We’d like to think we’re doing something different.

We hope to create a resource of value to the entrepreneurs in our industry, not just another lifestyle blog. Maybe my opinion is biased, but I believe the apparel industry has some of the busiest and hard working people I have ever met. That same hectic lifestyle may be the reason behind the lack of entrepreneurial innovation that can be found in our industry today (opportunity, anyone?). We’re constantly having conversations about the state of the industry, but why the hell is no one asking “why?”. We want to dig deeper. The answer doesn’t always have to be exclusive to either “cheap” or “cool”. Success in the apparel industry is perceived by many to be similar to getting struck by lightning. If you’re out there long enough with a rod in the sky, hopefully the “cool” factor will strike you for your moment in the sun. And if that doesn’t happen, then your stuff better be cheap or you just won’t make it.

We believe there is a science behind “cool” much like there is a science behind lightning. The cool factor is 100% driven by our social nature as humans. There are social markers whom we look to for affirmation as guides within our social ecosystems. We use social objects, which is the apparel itself in this case, to contextualize and summarize who we are. It’s not about the piece of textile sewn into a garment and the ink printed upon it. It’s about the conversation that occurs around that garment. After all, apparel is brand marketing at it’s core. It shouldn’t be easy to get people to pay their hard earned cash to walk around the streets like a walking billboard for your brand. It’s the social aspect that creates value for the customer.

This is a subject that we could talk about for days, and I’m sure it will be a reoccurring theme in our writing as well. If you’d like to read more about Social Objects check out this great article by Hugh Macleod at Gapingvoid. Great stuff that relates to our industry, as well as many others.