This episode is part two in an ongoing series about brands and how they influence our identities and drive consumerism.
In this episode:

• We are going to hopefully answer the question “why might someone get so caught up in a brand that they start fighting with strangers about it on social media?”
• Amanda explains where "off price" stores like TJ Maxx and Nordstrom Rack really get their inventory
• We examine why it's more important than ever to support small businesses (and how we can do that)
• We will explore the background and influence of Marc Gobés 2000s book Emotional Branding, considered “the bible” of contemporary marketing and branding
• Why is Lululemon kind of like a cult?
• We will walk through the “10 commandments of emotional branding” and examples of how they have been applied
• We will realize that Supreme isn't as cool as it seems
• We explore why people join brand fan groups on Facebook
• How Nooworks made a major fan out of Amanda after seeing how the brand handled a crisis
• Amanda explains why taste is a classist construct

And so much more!

Additional reading:
"Getting Emotional With Marc Gobé," Design Emotion.
"Why Do People Join Cults? Linguist and 'Cultish' Author Amanda Montell on the 'Invisible Power of Language,'" Dillon Dodson, Parade.
Cultish by Amanda Montell
"The Cult-Like Following Of Lululemon Is Stronger Than Ever — Despite Controversies," Cory Stieg, Refinery29.
Business Insider piece about working for Lululemon

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10/23  Seattle, WA @ Here-After
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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 vi...