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#00004

July 08, 2021

#00004
Stay in the Know, Stay Official
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#00004

The 4th Issue of knowCAP has just arrived! This issues dives into the crypto space once again but we also through in some useful tips and CIA time travel notes. I'll leave it at that and let you explore this week's knowCap rabbit hole to discover what is on our minds here at Official.

THE STORY OF OUR CHEST UTILITY BAGS AND HOW IT TRANSFORMED OUR BRAND

 

 

In 2016 we began exploring a new category for our brand, bags. We made some cross-body bags with an exterior mesh pocket and 3M Reflective OFFICIAL® logo printed underneath the mesh. We were happy with our first go in this category and you guys, the customers agreed. As we began digging into the bag development rabbit hole, we some early images of Mathew William's chest rig for MMW. It was just over $1000 and at that time the only chest bag in the market outside of army surplus chest rigs. We had a style and design that was working for us for bags and thought there might be an opportunity to develop a chest rig in line with our current styles and offer around $40. A far cry from MMW's $1000 bag and the design aligned with our current bag offering featuring the mesh exterior picket and 3M reflective logo hit....

 

Release of the first Black "Melrose" chest rig was an immediate success. We couldn’t keep bags in stock. This new bag instantly transformed our business. We quickly began dropping new colorways and building out concepts that could add function, utility and style to this success. We were the very first brand to concept, develop and produce a “tri-strap” bag. The overall size was smaller than our first chest bag silhouette and didn’t require straps over both shoulders. The success of our first chest bags sent us into hyperspeed to stay way ahead as the first mover and leader building out the most comprehensive chest bag offering in the market.

 

 

 

I personally began hollering at buyers at Zumiez, Foot Action and Champs letting them know that we had bags that were killing it. Imitators were chomping at our heels, but we knew we had a good 6 months of lead time ahead of their imitative efforts. Zumiez was the first chain to buy from us. They were concerned about our style name “Chest Rig” and said they’d buy if we changed the name. Understandably, they didn’t want the military reference during the plague we have with mass shootings and school shootings. We came up with “Chest Utility” and forever cemented this style name into fashion. So much so that Nike, adidas, Black Pyramid, ASRV and even Shein have named their bags “Chest Utility” in recognition of our SEO and first to market naming rights.

 

And here come the rip-offs. We knew there’d be biters. We just didn’t know how massive that bite would be. Black Pyramid just straight up ripped off our bag first. Mesh exterior pocket with the logo print underneath the mesh. I guess that gave license for every other brand that has no originality to do the same exact thing. Then the retailers got involved, Urban Outfitters did an exact bite, ASOS did a bite, I’m sure there are others. Imitation is the best form of flattery. Our customers were elevated by having a superior product that inspired all these other imitations. If you went around rocking a chest utility that wasn’t Official, you just didn’t know what was up.

 

 

 

What started out as a dip into the bag category has completely transformed Official to date. We’re grateful for early adapters like Famous Dex rocking a bag for months on his Instagram always half full of weed. Shout out to BMXers and track bike culture for finding the utility and making chest utilities part of their culture. Dancers, artists, tik tokrs and every other culture under the sun that have found our chest bag and embraced it’s look and function in all its glory.

 

Five years from now when you’re going on a trip to Europe and need a bag to conveniently store passport, hand sanitizer, cards, pens, those annoying customs declaration cards… Official will be the first bag that comes to mind. And the only bag that offers you a lifetime guarantee. Long live the Chest Utility!

 

 

NFT OF THE WEEK... SOLD AT $4 MILLION!

 

 

We get it, more NFT headlines, another crazy sale price, what's the big deal? The creator Mad Dog Jones, is pushing the limits when it comes to the combination of art and smart contracts. In the article link below you'll find an in-depth video explanation of how this NFT works so I'll leave it to the experts. Mad Dog Jones had this to say about the inspiration for the work...

 

"REPLICATOR is the story of a machine through time. It is a reflection on forms of past groundbreaking innovation and serves as a metaphor for modern technology's continuum. I'm interested to see how collectors will respond as the work evolves and the NFT's in their possession continue to create new generations." –Mad Dog Jones

 

 

LEARN MORE

HOW TO ESCAPE THE CONFINES OF TIME AND SPACE ACCORDING TO THE CIA

 

 

We're only two articles in and at this point I understand if you think I've lost my mind but that's cool with me. I'll be busy time traveling using the Gateway Experience... Check out the full article Vice put out earlier this year if you'd like to join me on my trip back to the future.

 

 

VIEW ARTICLE

PHARRELLS' GOODTIME HOTEL IN MIAMI CHANNELS "REIMAGINED ART DECO" AESTHETIC

 

It may be a little too early to start teasing vacation plans but after a year I can't help myself. If your a self proclaimed interior/exterior designer like myself, you've got to check this place out. I can picture myself sipping a Mai Tai on wicker furniture in a pastel ambiance scrolling through old N.E.R.D. videos.

 

 

READ FULL ARTICLE

TOP 4 INTERVIEW QUESTIONS TO HELP YOU LAND A JOB

 

If your lucky you've managed to keep your job throughout COVID but for many you're on the job hunt. I never know what to say when the interviewer ask em "Do you have any questions for me?" So I asked around and put together a list of these four questions. These by no means will get you the job but I hope they help.

 

1. Is there anything about my background that makes you hesitant to move me forward in the interview process?

2. How does my background compare to other candidates you're interviewing?

3. I know the pandemic has caused unprecedented disruption for many companies. How has the company adjusted to transition to the digital space?

4. What are the biggest challenges I'll face in the first 90 days, and how will success be measured?

 

MEET RICKY PEACE...

 

Ricky Peace know's how to enjoy life and we had to spread the posivity. Show some love @walter__browser

 

@ricky_peace

THE END HATE CAMPAIGN IS NOT GOING ANYWHERE

 

 

Odds are you've probably seen at least 1 out of at least 10 post highlighting this campaign in the past two weeks but something this important needs to stay top of mind.

Hate has no place in your heart and the space it’s occupying out there in the world needs to be curbed in a major way. Our graphic study of “END HATE” is a way for us to produce a look and feel that communicates, “hate sucks,” design is good and the message needs my support.

Here’s the important part, the money: 25% of all proceeds will go to the two non-profits our team has decided to contribute to. The first is ADL. The Anti Defamation League has been fighting hate since 1913, we want some of our money to go to their relentless fight. The second non-profit is noit.org. This is a grassroots organization creating “Stop Hate Action Kits” and resources for everybody (like you and me) to battle hate.

 

 

SHOP END HATE NOW

#00004 – THAT'S A WRAP

 

Hopefully you're enjoying these weekly knowCAP issues as we find the balance between useful, fun, and weird. We appreciate those of you giving feedback last week and encourage you to continue to let us know what you like, what you want to see and read more of, and anything you really don't like.

 

EMAIL: info@theofficialbrand.com




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