The Disruptors

These are relatively new companies that I’ve discovered or I’ve been following that are disrupting their categories. They are of different categories and industries with different models, but one thing they share is their wit and unique brand personalities.

Sleepy Jones
With stores in New York, Los Angeles, and Tokyo, Sleepy Jones is a collection of luxury sleepwear and underwear for men, women, and children “inspired by the lifestyles of artists”. It was founded in 2013 by Andy Spade, husband of Kate Spade, and two other partners. Their purpose:

We are so connected throughout the day that the greatest luxury isn’t material. It’s the time when we are unplugged and being ourselves. Lounging is a luxury and that is why we created Sleepy Jones.

quip
Quip is a electric toothbrush subscription service. They have simplified the electric toothbrush down to the bare essentials and made it beautiful. In addition, they complement their product with a subscription of toothbrush head replacement and battery so you don’t need to think about when to replace your toothbrush head and battery. Their business philosophy:

We design products that guide good habits (and exclude the gimmicks that don’t), to simplify a healthy routine!

Sir Kensington’s
Sir Kensington’s is a premium condiment startup from New York that makes delicious ketchup, mustard, and mayonnaise. They aimed to create a category-disrupting ketchup, which eventually got picked up by stores and markets like Dean & Deluca, Williams-Sonoma, and Whole Foods, as well as popular New York eateries. Their mission:

to bring integrity and charm to ordinary and overlooked food

Read their story here to learn about their mission and values. https://medium.com/@sirkensingtons/sir-kensingtons-behind-the-monocle-f4d392876170