Creating a Movement: Branding Lessons from the Past
Here at The Drifter’s Journal we're all about exploration. This piece dives deep into the world of brands, culture, and identity—drawing inspiration from the iconic styles and vibes of the '90s and early 2000s.
Branding has been on my mind a lot lately. As I’ve been working to define what The Drifter’s Journal represents, I keep circling back to one question: What makes a brand more than just a label? In a world where products are created at lightning speed, it feels like branding has lost its soul. I want to see brands create movement again—not just sales but culture, belonging, identity. Let’s bring that back!
Growing up in the 90s and early 2000s, branding felt different. It was a time when culture wasn’t just an accessory to a brand; it was the backbone. Magazines like Thrasher, Surfer’s Journal, National Geographic, and Mountain Gazette were our form of social media, and brands used them masterfully. The skate and outdoor worlds I immersed myself in taught me a lot about what a brand could be: a community, a lifestyle, a way of thinking.
Today, I see reflections of that spirit in a few brands like Yeti, Satisfy, and Roark. While it’s still few and far between, these companies have managed to capture the essence of those past counterculture movements and are running with it. They don’t just sell gear; they cultivate a vibe, a persona, a space where their community can truly belong. It’s a reminder of what the 90s and early 2000s taught me about branding: it’s not just about products; it’s about people.
Buying Into Brand Culture
As I began shaping The Drifter’s Journal, I found myself reflecting on the brands that shaped my childhood, with HippyTree standing out as my all-time favorite. Though they’ve been quiet in recent years, their culture left a lasting impact, making me feel like part of their crew. I still remember plastering their fluorescent green tree stickers all over town and school—a simple act that connected me to something bigger. I wasn’t just buying their clothes; I was buying into their culture—a culture that gave me a sense of belonging.
I first discovered HippyTree through a 2005 news clip where mystery Christmas trees suddenly appeared on electrical wires all around town, leaving everyone wondering what it meant. Was it graffiti, a sign for something deeper, or just an odd act? In reality, it was a bold move from a group of dreamers with no money and no social media, trying to make a statement. They didn’t want to be just another corporate brand—they wanted to create something real. What I learned from that is that to build something unique, sometimes you have to be rebellious. Hippytree’s success wasn’t just about their eco-conscious shift later on—it was their bold, creative approach to branding that made them stand out. They weren’t afraid to break the rules, and that’s what left a lasting impact.
Brands Speak Style: The Power of Authentic Identity
You start with a vision—a blank canvas ready to be shaped. Building a brand is like creating a character. Every choice made adds to the story you’re telling. From the colors to style, the clothes, the logo—every little detail chosen helps shape what the world sees, bringing identity to life with each decision.
Branding has the power to create emotions, spark connections, and leave a lasting impression that goes beyond just products or services. When a brand is cared for, it becomes a trusted friend on life’s journey, building loyalty, and bringing together a community of like-minded people. Just like people grow and change, brands do too. They adapt, learn, and sometimes reinvent themselves to stay relevant in a changing world. At the heart of every strong brand is authenticity and style, helping it connect deeply with its audience.
I don’t know if it’s the punk rock D.I.Y. culture I grew up in, but I’ve always seen brands as more than businesses. To me, a brand should have a voice, a personality, and a style. I put together a few questions to not only help myself think about The Drifter’s Journal style and identity, but to aid anyone else with a brand to consider their brand’s persona.
What’s this brand’s vibe?
Drifter’s Journal: Adventurous, introspective, and slightly rugged, with an edge of wanderlust and self-discovery.
If it were a person, how would it dress?
Drifter’s Journal: Worn-out Vans, a well-loved flannel, and a canvas jacket with a red vintage backpack covered in patches from far-off places.
What’s its tone?
Drifter’s Journal: Friendly, reflective, and conversational—like a trusted friend sharing stories around a campfire.
How would it introduce itself in a room full of strangers?
Drifter’s Journal: "I’m Drifter. I chase the wild, walk the unknown, and live for the stories the land writes."
What colors define its personality?
Drifter’s Journal: Earthy tones with a coastal twist—sage green, sunlit sand, ocean blue, and driftwood brown.
What would its go-to coffee order be?
Drifter’s Journal: Black coffee brewed over a campfire, served in a dented blue enamel mug.
What would its go-to playlist sound like?
Drifter’s Journal: chill vibes with edgy rock, mixing acoustic melodies, desert riffs, and coastal sounds for a free-spirited, adventurous feel.
The beauty of creating a brand is you get to answer these questions. You get to bring something entirely unique into the world. That’s why it’s so disappointing when brands skip this step, chasing trends and sales instead of focusing on building authentic identities with their own style. Maybe that’s why Bobby Hundreds famously declared that "BRAND IS DEAD."
But is it? I’d argue that the heart of branding isn’t dead; it’s just widely overlooked. And for brands willing to put in the work, the potential is massive and still within reach.
Content as Culture
In the 90s, content and branding went hand in hand. Think of how MTV shaped music culture or how National Geographic turned exploration into a lifestyle. Brands like Yeti have tapped into this playbook, creating immersive content that tells stories and fosters connection.
It’s no accident that a company like Yeti feels more like a movement than a cooler and drinkware brand. Their films about adventurers, craftsmen, and athletes make you feel part of something bigger. Similarly, Thrasher didn’t just sell magazines; it sold rebellion, community, and a raw, unfiltered lifestyle. Modern brands like Roark and Howler Brothers carry this torch forward, blending storytelling with a deep sense of culture and belonging. These brands knew that good content doesn’t just sell products; it sells a story. And stories are what people remember.
The Modern Era of Branding
We live in an age where platforms like Instagram and YouTube go hand in hand with the raw power of magazines, acting as fast-growing digital publications. These platforms feel like an evolution of the culture magazines created back in the 90s—a way to tell stories, connect communities, and build identities in real-time. But with these tools comes responsibility. It’s easy to fall into the trap of overproduced ads and influencer gimmicks, but the real magic happens when brands use these platforms authentically.
In today’s market, there are a few modern disruptor brands that have cracked the code. They’ve sparked cultural movements by blending storytelling, community, and a bold sense of identity. These brands aren’t afraid to embrace a unique niche, understanding that their people will find them—and once they do, they’ll stay. It’s a rare thing in a world where most brands play it safe, but these outliers or pathfinders are showing what’s possible when you dare to be different.
A Closer Look at Modern Disruptor Brands
Let’s take a deep dive into what makes these brands stand out:
Satisfy Running: This brand has redefined what it means to be a runner. With their minimalist yet edgy aesthetic, they’ve created gear that speaks to the artist, the rebel, and the outsider within the running community. Their campaigns often blend music, art, and raw emotion, creating a vibe that’s as much about self-expression as it is about sport.
Seger: Influenced by surf, outdoors, and classic western apparel and known for their sustainable approach, Seger has carved a niche by focusing on eco-conscious adventurers. Their storytelling highlights the connection between the outdoors and responsibility, making their products a symbol of mindful exploration.
Roark: Roark channels the spirit of adventure in everything they do. Their collections are like chapters in a travel journal, each inspired by a different location and culture. By tying their products to stories of wanderlust, they’ve created a lifestyle brand that resonates deeply with explorers.
Yeti: Born from a passion for the wild, YETI has redefined what it means to gear up for adventure. Their products are rugged, unyielding, and built to handle the toughest conditions, but it’s their commitment to storytelling that sets them apart. YETI doesn’t just sell coolers and drinkware—they create a culture that celebrates grit, exploration, and the untamed spirit of the outdoors.
Howler Brothers: With their roots in surf and outdoor culture, Howler Brothers have mastered the art of laid-back authenticity. Their designs are vibrant and unapologetically fun, but it’s their community-driven ethos that keeps people coming back. They’ve turned their brand into a gathering place for like-minded adventurers.
These brands remind us that successful branding transcends aesthetics; it’s rooted in connection, storytelling, and an unwavering commitment to authenticity. It’s about forging real relationships, understanding the heart of the people you serve, and resonating with their core values. By prioritizing community-building and nurturing trust, these brands don’t just capture attention—they inspire lasting loyalty and cultivate a genuine, enduring bond.
Bringing Movement Back to Branding
So where does this leave us? If the 90s and early 2000s taught me anything, it’s that brands have the power to create movements. The best brands don’t just sell; they inspire! They don’t just talk; they listen. They don’t just exist; they belong—to their communities, their cultures, their moments in time.
As I build The Drifters Journal, these are the lessons I’m carrying forward. I want this to be more than a publication; I want it to feel like a movement. And I hope this inspires other brands—to think deeply about who they are and what they stand for.
Let’s create brands that matter. Let’s create brands that move people. Let’s create brands that bring back the culture of belonging.
Because at the end of the day, branding isn’t dead. It’s just waiting for us to bring it back to life…
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