Executive Briefing

Equal Parts, the first brand from the former Gin Lane team, is here

A cut above?

Emmett Shine and Nick Ling of Pattern Brands
Courtesy Pattern Brands

A new cookware brand, Equal Parts, launched this week.

I’ll get into the what and how shortly. But perhaps the most interesting aspect of Equal Parts, at least so far, is who’s behind it: It’s the first new business from Pattern Brands, the New York-based company that, until last month, was called Gin Lane. (That’s founders Emmett Shine and Nick Ling above.)

For the past decade-plus, Gin Lane was a branding and design agency that helped create and launch some of the most successful and memorable consumer brands, and defined a large portion of what we think of as the mid-2010s, clean, quirky-basic, born-for-Instagram corporate aesthetic. Clients ranged from Harry’s and Hims to Jaja tequila and Elon Musk’s Neuralink.

Last month, Gin Lane announced that it had pivoted and was now Pattern, focusing its efforts on building its own brands and products, “with each of its brands working together toward one mission: To help our generation find more enjoyment in daily life.” Its founders raised $14 million for this new effort.

More than anything, I thought it would be interesting to see what happened when some of the world’s top brand makers tried their hand at making and running their own brands, products, and businesses.

Would they somehow find a next level of achievement? Would Pattern quickly become one of the world’s most influential and successful consumer goods companies? Or would the myth exceed the substance?

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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