As I said in this The Washington Post article by Olga Khazan, people want to feel the products they buy are more than just products.
The article tells the story of how Holstee’s founders, while launching their business, declared what they stood for in a manifesto.
The manifesto reads like something out of a self-help book: A 15-sentence message comprising brief commandments such as, “Do what you love and do it often,” “If you don’t like your job, quit,” and “Travel often; Getting lost will help you find yourself.”
The Holstee manifesto is the most iconic product of the Brooklyn-based apparel company Holstee. Although the company was founded with the aim of selling sustainably sourced consumer goods, the poster of the manifesto is now one of Holstee’s best-selling items. At one point this summer, they sold out of it with a four-week back-order. The manifesto has been translated into 12 languages, and by Holstee’s own approximations, it’s been viewed more than 50 million times.