Gin Lane, Agency Behind Harry’s and Hims, Closes to Become DTC Holding Company

It’s now known as Pattern

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Some of the most buzzworthy direct-to-consumer brands like Hims and Harry’s got their identity from marketing agency Gin Lane. Now, the New York-based firm is closing its doors to transform into Pattern, a direct-to-consumer holding company.

With its debut, Pattern is also announcing its first brand: Equal Parts, a DTC kitchenware company that will face competition from other upstarts like Great Jones, Potluck and Made In.

The mission of Pattern is to “help our generation find enjoyment in daily life” by creating new brands that are all tied together.



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