Our co-founder, Marcus Foley, has been featured in The Drum sharing his take on vibe culture and why it’s quietly become one of the most effective ways brands are building loyalty today.
Born from the aesthetic obsession of Tumblr, Pinterest, and early Instagram, vibe culture is less about selling features and more about selling a feeling. It’s mood over message, atmosphere over detail. And the brands doing it best? They’re building entire worlds people wish they could live in.
From fictitious French tennis clubs to ‘80s-style sun protection brands, these worlds are rich in character, culture, and storytelling. They blur the line between fiction and reality, layering music, art, design, and humour into something that feels alive.
In the article, Marcus talks about how vibe culture gives brands permission to be adventurous, distinctive, and memorable because when people see something that feels different, they stop, think, and engage.
