![]() ![]() ![]() While other companies struggle to create these partnerships, all our posts have been completely organic, and we attribute that to having a great product that people genuinely love. Luckily for us, when someone receives the best cookies they’ve ever had, which also comes in the most luxurious packaging they’ve ever seen, their first reaction is to share it with all of their friends and followers. How'd you build up a following so quickly?ĪA: We’ve built a team with an incredible network and who have put the cookies in the hands of some amazing people. The bakery is hoping to shift the idea of the classic treat from a cheap package of Chips Ahoy! to a delicacy like caviar. In order to match consumer perception with the cookies’ “Michelin-star quality,” Last Crumb uses elements from luxury brands like Tom Ford and Yves Saint Laurent, as well as Supreme. We have created an experience that offers consumers the perfect combination of luxury and indulgence. We think that customers value experience more than ever and while the product must be great, we deliver an unmatched experience from the ordering process to the delivery and unboxing. We had been entertaining the idea of starting a cookie company and when we finally decided to pull the trigger, we thought they deserved a much more elevated experience than you’re used to with a conventional cookie company. For years I’ve been eating them and knew they were the best dessert I’ve ever had, period. What prompted you to create a cookie company and what inspired the brand elements?ĪA: Derek Jaeger, my longtime friend, and the co-founder of Last Crumb is a genius when it comes to cookies. I caught up with co-founder Alana Arnold to hear more about the new insanity her business is driving in the fine cookie world. The brand developed over 1,000 unique cookie flavors before finally zeroing in on its 12 core offerings. While founded just last August, Last Crumb enters the market after 10 years of research and development and a proprietary three-day production process. “The only thing more satisfying than cookies is the feeling of getting something you thought you couldn’t have.” - Alana Arnold, Last Crumb Co-Founder The Luxurification of Everythingĭubbed as “the Rolex of cookies,” Los Angeles-based Last Crumb is one of the latest brands to adopt the not-for-mass-market strategy. Limited supply and short windows are hot right now. Every time slot for the month of July is already sold out, creating pent-up buzz for the next month’s pizzas. Columbus, OH-based pizza shop Wizard of Za sells out weeks in advance of when the pies will actually be made. Even traditional restaurants are having to manage demand by creating waitlists. What used to be just for the newest colorway of Air Jordans is for Supreme-branded paper bags, Birkin bags, and now even food. The online portal gave a limited number of customers early access to the sandwich, along with a never-before-heard song from producer Tay Keith and limited-edition hoodie, for $5. McDonald’s, which is almost 70 years old and not known for being particularly exclusive, launched a campaign surrounding its new chicken sandwich with a site called. The idea of “drops” isn’t exclusive to streetwear. (Nike was not involved in the making of the shoe and later sued MSCHF.) ![]() Despite the shoes retailing for $1,018 and there only being 666 pairs made, they sold out in under a minute. Lil Nas X broke the internet in March when he partnered with art collective MSCHF to release a pair of shoes in conjunction with his new song, “MONTERO (Call Me By Your Name).” The Nike Air Max 97s used for the collaboration-named “Satan Shoes”-featured a drop of real human blood and accents like a pentagram charm. In the first half of this year, several standouts gained massive attention for, shall we say, their “unconventional” projects. Now more than ever, brands are cashing in on their ability to garner devoted followings by using scarcity and to-die-for experiences. Our editorial team is independent and only endorses products we believe in. If you purchase through our links, we may receive a commission. Our team is dedicated to finding and telling you more about the web’s best products. ![]()
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