Andrew Ettinger

Has been radicalized against small-plate wine bars and wouldn't mind a Porsche.

Jan 27, 2025

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.