Brand Crushes
Brands Currently Taking My Money (and My Attention)
There are brands you notice, and then there are brands that tap you on the shoulder, whisper “look at this,” and suddenly you’re spiraling through their entire world. Lately, three have had me fully hooked: Damson Madder, SENIQ, and KEEN. Totally different lanes. Same magnetic pull.
Here’s why they’re living rent-free in my brain.
1. Damson Madder: The Art of Not Trying Too Hard
Damson Madder feels like someone effortlessly cool walked into the room wearing something you can’t explain but suddenly need. They’ve mastered the “creative-but-wearable” lane — playful silhouettes, unexpected patterns, things that feel like souvenirs from a life well-lived.
What I love:
• Their clothes look like they belong to someone who travels, paints, takes photos, gardens, and has interesting friends.
• They don’t oversell. They let the clothes speak.
• The brand feels like a lifestyle, not a catalog.
It’s not maximalist. It’s not minimal. It’s “I woke up curious today and this is what I grabbed.” They’ve built a world where creativity leads the way, adn that’s my favorite kind of world.
2. SENIQ: Technical, Bold, and Quietly Obsessed With Detail
SENIQ is doing something I wish more outdoor brands understood: they’re mixing technical performance with aesthetic intelligence. They’re loud but not noisy. Bold but refined. Outdoorsy but fashion-aware.
What I love:
• Their color stories (neons with earth tones? injected so smartly.)
• The photography that feels like a mix of editorial, adventure, and cinematic calm
• The design choices that feel intentional, not trendy
• The sense that the brand cares not just about what you wear, but how you move
They’re speaking directly to the woman who wants to look good, feel capable, and still be able to climb a ridge, walk a city, or run a trail. It’s modern outdoor style — not crunchy, not overly performance-driven — but something confidently in between.
SENIQ is building a world for a woman who leads with instinct, color, movement, and curiosity. Naturally, I’m obsessed.
3. KEEN: The Comeback Kid of Outdoor Cool
KEEN has re-entered the chat in a way I wasn’t prepared for. The rebrand? The styling? The unexpected collaborations? The unapologetic stance on comfort-as-style? Chef’s kiss.
What I love:
• Their sudden editorial energy — like if utility and confidence had a baby
• Their color palettes getting more playful and more elevated
• The styling that says, “Yes, these shoes are functional AND you want them in your photos.”
• Their ability to pivot from “dad hiking shoes” to “I would wear those to a creative meeting”
They feel like a brand embracing a renaissance — reclaiming who they are and giving it a modern edge. It’s fun watching a brand get its groove back.
So why these three?
They all understand one thing:
A brand world is more powerful than a product.
Damson Madder sells a mood.
SENIQ sells confidence.
KEEN sells confidence in motion.
Different stories. Same truth.
They make you feel something, before you even know why.
And that’s what every great brand does. It shows you a version of yourself you want to step into.
