Not so long ago, I wrote here about The Writer, just one of many posts about the way in which brands use language to distinguish themselves – in both senses of the word.
And it reminded me of uncompromising brands like Gym Jones, a gym in Utah that prides itself on nothing less than Power, Speed, Endurance, Suffering and Salvation.
As you can read for yourself in this exert from their website, they're pretty serious about what they do (and don't).
I wish more brands took themselves so seriously that they held to such an unwavering view of their place in the world, rather than allow punters to wander into a focus group and make all the important decisions for them. But alas, such instances seem few and far between.
Unless, that is, you know where to look.
It was Grace Coddington, Creative Director of American Vogue, who spoke in The September Issue about how she learnt early in her career that you should always keep your eyes open, never go to sleep in the car or anything like that, keep watching – because whatever you see out the window or wherever, it can inspire you.
And so it was that I found myself staring out of the passenger window on Saturday morning as we drove along the incredibly uninspiring and downright demoralising Parramatta Road.
All these thoughts were rattling around in my head when out of the blue – or should I say gray? – I saw a furniture store called 3 Of A Kind with this brutally honest tagline.
Butt ugly blokes building handsome furniture for beautiful people.
I wish we'd stopped to find out if it was true, but I can only imagine that there's few better places to go if you want an honest piece of original craftsmanship.
And if that wasn't enough, we then drove straight past this tattoo parlour.
