Andrew Ettinger
Has been radicalized against small-plate wine bars and wouldn't mind a Porsche.
Andrew Ettinger started use your words (wordsss.com) and writes Just a Thought (justathought.substack.com). Based in Brooklyn, he enjoys reading, cooking, lifting and other verbs for fun. Here are his good brands:
On Good Brands
They make you feel something. They are consistent and clear in what they do, stand for, and who they are for. Good brands do not try to do too much, say too much, or be for everyone. They should be opinionated and committed to whatever their mission is. They should know how seriously to take themselves.
On What’s Important
Varies by industry, but brands are not books: judge them by their cover.
On Brand Futures™
Anyone who thinks they can predict the future in December 2024 is insane.
Loyal to: Apple, Delta, Patagonia
Luxury commodities that are consistently better than their seemingly similar alternatives.



Recent Discovery: Infinite Machine
Building a beautiful product in an industry of mostly impoundable garbage.


4eva Favorite: Porsche
I don't have one yet, but I plan to one day.


Beauty: Noen
Super well-done and defining a new category. Bonus points for launching with a beautiful zine designed by Claire Graybeal.


Fashion & Apparel: Lady White
Elevated basics, made in America. And they recently sent care packages to people affected by the LA fires. LVMH-owned brands would never.


Food & Beverage: Greene Grape
One of the only truly great grocery stores in NYC. If not the farmer’s market, it’s Greene Grape for anything fresh.


Hospitality: Torrisi
Had a Power Lunch™️ here that radicalized me against small plate wine bars, thanks to the actually good service. No longer interested in paying $100 for a tattooed asshole with a mullet and a mustache to make me feel like inconveniencing them by asking for a refill on my water.


Wellness: Knees Over Toes Guy
Has completely changed how physical therapists are treating patients.
Music & Art: Nowadays
When was the last time you saw the sun come up in Ridgewood?


Decor & Lifestyle: Lobster Club
I work hard to one day buy a piece from them. They recently raised nearly $100K for LA-based artists impacted by the fires.


Follow Andrew > @Use Your Words & @Just a Thought







Thanks for having me on! Excited to read some more of these this year
so happy to see that the Power Lunch™️ is back. long overdue.