Brands want quiet allyship without risk. Food wants to be content before it tastes good. Writers are fighting to stay human in a machine-made feed. Magazines are selling off their souls for affiliate clicks. Loneliness has become an aesthetic. And fashion tech is trying to solve problems the industry created in the first place.

Happy Sunday! Read up!

- abdel khalil, brand & marketing executive

(btw - If you’re already using Claude Code or Cowork daily, scroll on by bc this isn’t for you)

But if you’ve just dabbled in using AI, maybe you’re using ChatGPT to help you look up recipes, write basic emails, or attempt to diagnose that insect bite you just got, stay with me for a sec.

When it comes to AI, there’s a lot of “bro you’re so behind” messaging out there. When, in reality, within just a couple hours, you can learn how to use AI better than 95% of people you know. And this why we put together the Beginner’s Guide to Claude AI course.

It’s a 4-week cohort where you learn how to go from using AI as a glorified Google to getting it to actually help you with the sh*tty admin (life or work) you hate doing every day.

We kick off our second cohort on 22 June, so if you want to go from feeling behind to using AI to make your life better, this is for you 👇

Corporate Pride is getting quieter, and it’s not accidental. As political pressure rises, brands are choosing safety over solidarity, proving that a lot of “allyship” only works when it costs nothing…[read more]

The Dot Cake craze isn’t really about dessert. It’s about nostalgia, sensory marketing, TikTok tourism, and a product engineered to be filmed before it’s eaten. Turns out an $11 cup of sprinkles can say a lot about what we’re craving…[read more]

AI can produce words faster and cheaper than any human writer. But it can’t replicate taste, lived experience, weirdness, or the friction that makes writing actually feel alive. The future belongs to writers who refuse to be smoothed out…[read more]

Glamour built decades of cultural trust through writers, editors, and point of view. Now Condé Nast is gutting the people behind that voice and hoping the logo can keep printing money. This is what happens when a brand tries to monetise its ghost…[read more]

The new status symbol online isn’t a packed social calendar. It’s a spotless apartment, a solo dinner, and a perfectly filmed lack of friends. Loneliness has become aspirational, and maybe that should worry us a little…[read more]

Fashion tech is moving past gimmicks and into the actual infrastructure of the industry. AI design tools, personalised storefronts, virtual fitting rooms, and bio-engineered materials are changing how clothes are made, marketed, and sold…[read more]

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.