“Just think about it as a set of rules, just like bauhaus or Memphis.”
Man, buying a black t-shirt has never felt so esoteric.
Launched a few days ago, Lot is a new, mysterious subscription service to fulfill your most basic needs. Think a nylon jacket every year, pants every four months, stretch-cotton socks every month.
Always in the color of black. When they wear out, you bundle ‘em up and return them. An “advanced option” might net you a manicure set, a tattoo kit, backpack, wallet, low-top sneakers or even a playlist, with slightly more color variation.
But what’s really interesting here is the backstory: The company’s voice mail isn’t set up. A Reddit user texted with the company a few days back and got the above bauhaus/Memphis reply, along with references to The Dark Knight, The Matrix, Steve Jobs and “death in the most positive way.”
The site also feature a cryptic Instagram and a link to Jeremiah 29:11 (“For I know the plans I have for you”).
A look at Y Combinator sheds some light: Lot is apparently the work of Lapka co-founder Vadik Marmeladov, who likes to dress in head-to-toe black and lives by a list of design principles that include “wear the uniform,” “create your own universe” and “remind yourself daily: you and everyone you know will die.”
Intrigued? Your basic New York wardrobe (all black everything) starts at $49 per month.
Death might be an option. It’s certainly an inevitability.
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