In times of economic uncertainty, waning consumer confidence and widespread unemployment, starting a business seems ludicrous at best. Yet, for an increasing number of ambitious entrepreneurs, there is no better time to set-up shop than when the odds are stacked against them. While well-established businesses are tightening their belts and shying away from unnecessary risks, independent brands the world over are rolling up their sleeves and taking chances, creating opportunities and doing their own thing.
At the 17th edition of CreativeMornings Utrecht (30 August 2013), author, editor and curator (just to name a few) Anneloes van Gaalen championed the heroic efforts of these entrepreneurial underdogs and how they are revolutionizing the way we do business. Her recent publication, Indie Brands (BIS Publishers) delves into the world of independent brands –from biodegradable shoes and slavery-free chocolate to minimalist mobile phones– and what makes them tick, their must-have products and the inspiring minds behind them. Far from glorifying their exploits, Van Gaalen reveals the overwhelming challenges that these brands face in running their own business.
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