This episode is part one in an ongoing series about brands and how they influence our identities and drive consumerism.

In this episode:

• We’re going to break down what brand and branding mean, using fizzy water and boxed macaroni and cheese as examples
• We will walk through the history of “brands” and “branding” leading up to this century, where it evolves from a little brand on a jug to full-on marketing teams and brand theory
• Why it's so wild that food brands got obsessed with masked taste tests in the 70s and 80s
• How Amanda teaches brand and branding to her small business clients and students (and why that matters for them)
• And Amanda will shares some brands that aren’t really who you think they are any more (or maybe never were)

Additional reading:

"Meet the Man Who Made a Fortune Bringing Brands Back to Life," Suzanne Kapner, The Wall Street Journal.
Authentic Brands Group brand portfolio
Levi Strauss & Co. Enters into Definitive Agreement to Sell Dockers to Authentic Brands Group
"JCPenney Joins SPARC to Form Catalyst Brands," David Moin, WWD.
Catalyst Brands
"Shein signs deal with Forever 21 owner as fast-fashion majors look to boost reach," Arriana McLymore, Reuters.

Learn more about the San Pedro Apparel Mart in episode 231 of Clotheshorse!

ALSO: get your tickets for Clotheshorse LIVE!

10/23  Seattle, WA @ Here-After
10/26  Portland, OR @ Holocene

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Clotheshorse is brought to you with support from the following sustainable small businesses:

Slow Fashion Academy is a size-inclusive sewing and patternmaking studio based in Philadelphia, Pennsylvania. Designer and fashion professor Ruby Gertz teaches workshops for hobbyists and aspiring designers, so that anyone can learn the foundational skills of making, mending, and altering their own clothes. Ruby also provides professional design and patternmaking services to emerging slow fashion brands, and occasionally takes commissions for custom garments and costume pieces. She has also released several PDF sewing patterns for original designs under her brands Spokes & Stitches, and Starling Petite Plus. Check the schedule for upcoming workshops, download PDF sewing patterns, and learn about additional sewing and design services at www.slowfashion.academy.

The Pewter Thimble Is there a little bit of Italy in your soul? Are you an enthusiast of pre-loved decor and accessories? Bring vintage Italian style — and history — into your space with The Pewter Thimble (@thepewterthimble). We source useful and beautiful things, and mend them where needed. We also find gorgeous illustrations, and make them print-worthy. Tarot cards, tea towels and handpicked treasures, available to you from the comfort of your own home. Responsibly sourced from across Rome, lovingly renewed by fairly paid artists and artisans, with something for every budget. Discover more at thepewterthimble.com

St. Evens is an NYC-based vintage shop that is dedicated to bringing you those special pieces you’ll reach for again and again. More than just a store, St. Evens is dedicated to sharing the stories and history behind the garments. 10% of all sales are donated to a different charitable organization each month.  New vintage is released every Thursday at wearStEvens.com, with previews of new pieces and more brought to you on Instagram at @wear_st.evens.

Deco Denim is a startup based out of San Francisco, selling clothing and accessories that are sustainable, gender fluid, size inclusive and high quality--made to last for years to come. Deco Denim is trying to change the way you think about buying clothes. Founder Sarah Mattes wants to empower people to ask important questions like, “Where was this made? Was this garment made ethically? Is this fabric made of plastic? Can this garment be upcycled and if not, can it be recycled?” Signup at decodenim.com to receive $20 off your first purchase. They promise not to spam you and send out no more than 3 emails a month, with 2 of them surrounding education or a personal note from the Founder. Find them on Instagram as @deco.denim.

Vagabond Vintage DTLV is a vintage clothing, accessories & decor reselling business based in Downtown Las Vegas. Not only do we sell in Las Vegas, but we are also located throughout resale markets in San Francisco as well as at a curated boutique called Lux and Ivy located in Indianapolis, Indiana. Jessica, the founder & owner of Vagabond Vintage DTLV, recently opened the first IRL location located in the Arts District of Downtown Las Vegas on August 5th. The shop has a strong emphasis on 60s & 70s garments, single stitch tee shirts & dreamy loungewear. Follow them on instagram, @vagabondvintage.dtlv and keep an eye out for their website coming fall of 2022.

Country Feedback is a mom & pop record shop in Tarboro, North Carolina. They specialize in used rock, country, and soul and offer affordable vintage clothing and housewares. Do you have used records you want to sell? Country Feedback wants to buy them! Find us on Instagram @countryfeedbackvintageandvinyl or head downeast and visit our brick and mortar. All are welcome at this inclusive and family-friendly record shop in the country!

Located in Whistler, Canada, Velvet Underground is a "velvet jungle" full of vintage and second-hand clothes, plants, a...