GREATS is a brand that believes in "Quiet Luxury" Premium but understated. Comfortable but durable. Fun but easy to wear. Luxury has taken on a new meaning in the world today. Traditionally, luxury describes things (watches, cars, clothes, shoes) but today luxury also means something else. It's a luxury to be able to work from home, or maybe your second home. It's a luxury to have the ability to fill your kitchen with organic food from Whole Foods. And it's these luxuries that rich people have realized, partly because of the Covid crisis, that have further shifted how the luxury customer shops for aforementioned things. Or rather does not shop. Faye Landes did a survey (I like Faye) and Business of Fashion wrote a piece on how rich people are shopping now which can be read here. As it turns out, rich people realized they don't need all the things they were buying. Surprise! They have nowhere to go for starters. They are also realizing that much of their shopping consumption was wasteful and silly, or at least I hope that is what they are realizing. It's true that GREATS has wealthy consumers but it has been my mission to help all consumers make smarter decisions by building a brand that is not founded on hype. GREATS is about inclusion not exclusion and traditionally luxury items are "Exclusive" meaning they can only be bought by the rich or very few. I want to bring the luxury quality to the masses, without the waste, without the "look at how rich I am" statement. Buy better, buy less is something we say a lot at GREATS and if anything comes from this terrible crisis, I'm hopeful that consumers will continue to realize this.