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Ten years ago, when the internet still held infinite possibilities, a new breed of brand built on the web began to pop up, promising to cut out the middleman and bring consumers cheaper, better products.
This newfangled category was given the very official-sounding name “direct to consumer” (DTC). And then, because one buzzword is never enough, Andy Dunn, co-founder of Bonobos, coined “digitally native vertical brand” (DNVB) in 2016 as an alternative—and pretty soon rookie brands like Bonobos, Dollar Shave Club, Everlane and Glossier became synonymous with the segment.
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