Rise and Fall of GMO Brands*

Outdoor Voices and why tone of voice is not a brand

Like GMO food, GMO brands are the overgrown, monstrous, and tasteless versions of the real thing. They show up out of nowhere, grow rapidly thanks to the steroid VC money, and reach outsized proportions before imploding or rotting. There are a lot of GMO brands: Nasty Gal, Groupon, Away, Everlane, Brandless, Outdoor Voices, Greats, Honest Company, Modcl…