Say hello to Emmett Shine founder of Pattern, a family of brands designed to help you enjoy daily life. At the moment, they have two brands, Equal Parts, a cookware brand. And Open Spaces, a homeware brand. Both are dope. But before he started Pattern, he ran Gin Lane. The agency who launched the who's who of DTC brands. Harry's, Recess, Sunday Goods, Haus, Hims, Hers, as well as working with the likes of Sweet Green, Warby Parker, Shake Shack, Smile Direct Club and Everlane. The list goes on. He took the maverick decision of closing down Gin Lane to launch Pattern, seeking to offer his colleagues new roles in a new company...a lot of people thought he was 'crazy'. Why would you close down one of the most hyped agencies out there and decide to go on a completely new journey? So in this episode we seek to work out whether Emmett's a maverick or a visionary? We also talk about culture, bravery, design and the future role brands will (or won't) play in our lives? Enjoy.