The founders think so. "I think the consumer is tired of celebrity brands." They call 2024 "the total apex of celebrity brands" — Alex Cooper, Prime from Logan and Jake Paul, Mr. Beast — and feel "fatigued," seeing room for "fresher, more bootstrapped community driven on the ground brands."
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This is framed as part of their marketing strategy rather than consumer habits. "I think the consumer is tired of celebrity brands. I feel like 2024 was like the total apex of celebrity brands." They cite Alex Cooper, "Prime from Logan and Jake Paul," and Mr. Beast as examples, and admit "I, at least as a consumer, feel a little fatigued from that." Their read: "we've seen almost that wave is cresting," leaving "a lot more room for fresher, more bootstrapped community driven on the ground brands that are building from the ground up and really can include the customer in the experience and not just sort of pop out a finished product."