Archive - Humidity by PP

Lifestyle as Strategy: The Alo Framework Legacy Brands Should Steal

The brands that survive this era will be the ones who know how to merchandise meaning — not just things.

Aug 8 •

From Scroll to Signal: The AI Shift That Will Change How We Shop—And How Brands Are Built

Forget going viral. To be discovered in the age of AI, your brand needs a clear identity that algorithms and people can understand.

Aug 1 •

July 2025

Cultural Capital Is Local. American Influence Is Global.

Cultural capital may be local, but the way we talk about it is still written in American terms.

Jul 25 •

No Beach Club, No Problem: How Loewe Quietly Dominates Summer

In a summer of branded beach clubs, one luxury brand stood out by doing... nothing.

Jul 23 •

Aman Essentials: The Lifestyle Brand That Redefined Hotel Merch

How Aman’s lifestyle extension became a standalone luxury brand — and what you could learn from its approach as a luxury hotel brand owner.

Jul 21 •

Quiet Power Moves: Recent Fashion x Hospitality Collabs That Actually Matter

When beach club fatigue hits, it’s time to go back to the basics—just smarter.

Jul 12 •

June 2025

Why This Box Made Me Feel Something

It's all in the emotions.

Jun 26 •

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