Wow. Thanks for pointing that out. They definitely get the "shovel the shit" award this week. They have axes that cost $250. I bought a fine axe at Lowes I think it was $30 maybe?
Marketing like this is a few steps removed from the "pet rock" of the 70's. Wrapping an everyday product in some kind of crafty acceptability. At least with the pet rock everyone knew it was a gimmick.
Yeah, I think this is a case where the founder is desperately trying to exploit demand for products whether it exists or not. I don't know how many axes he's sold, I hope he's sold a lot, but there is something about the copy and his messaging that suggests that he is falsely earnest about quality.
If nothing else, it is a blatant ripoff of Coudal's Field Notes.
Watch this piece of work:
http://www.bestmadeprojects.com/post/5427086342/peter-buchan...
Marketing like this is a few steps removed from the "pet rock" of the 70's. Wrapping an everyday product in some kind of crafty acceptability. At least with the pet rock everyone knew it was a gimmick.
Edit: Think our links show the same video?