the culty brand that never was

YET

hi angels,

welcome to What Is This Regarding? where we take a critical lewk at wtf’s going on around us. the year is wrapping up and that means we’re all feeling some type of way. did we do enough? did we do too much? what about that great idea that didn’t come to life? will it ever? who even are we?

well, my loves, we are important - at least HERE!!!! and every idea you have i say go for it. especially if it means you're doing too much. that’s where the magic happens.

so in the spirit of *big ideas that never were (yet)*, i’m going to share one of mine!!!!!! let’s pretend its real. close your eyes….. smell the scent of everything bagel seasoning wafting in…….. you quietly hear an anonymous bubbe somewhere trying to set someone up with someone else……. there’s a slight clattering of thick deli plates and orders being shouted from kitchen to counter…….

ENTER: A NEW HERITAGE BRAND…mensches & schmucks (and sons)

what exactly is Mensches & schmucks (and sons)? M&S is HERITAGE.

Heritage brands begin with just that–heritage. Nothing says heritage like the corner booth at the deli, lighting the shabbat candles or a sample sale at Loehmann’s.

But how do you bottle that? With sour deli pickles. With Manischewitz. Wait no, it can’t be bottled–but it can be embraced.

That’s what we do best at Mensches & Schmucks (and sons); we embrace the heritage thru celebration.

are you picking up what i’m putting down? this brand is basically the vacation of shabbat as a vibe. PICKLES! BAGELS! INSTANT MATZOH BALL SOUP! CANDLE STICKS! TABLECLOTHS! THE SKY IS THE LIMIT!

also for those of u who know me know i LOVE A FOUNDERS PIC. I’m picturing a this:

ok so this is all fake but for real i’m thinking in 2024 i should do a collab btwn metahaiku and the iconic:

bc then i REALLY WOULD BOTTLE THE HERITAGE!!!!!! LMK WHAT U THINK I LOVE YOU FOR LETTING ME TELL YOU MY IDEAS!

<3

i love u like i love late night sewing sessions,

amy

Follow my brain dump @amymazius 

Follow my studio @metahaiku