I remember when Coudal Partners first launched their Field Notes brand.
15 years later, it's all they do: fieldnotesbrand.com/dispatches/202
(I like to say that 'business model is destiny', so: the notebooks have a subscription revenue model! Recurring revenue is too powerful to ignore).
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i don't even particularly love field notes as a product, but it's such a good branding success. evokes a Kleenex-tier level of lindy, as if it is the _default_ notebook
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Yes! I think this is one of the rare instances where a DTC brand actually successfully built a branding moat.