With their marketing agency Gin Lane, Emmett Shine and his team helped create the branding for some of the buzziest direct-to-consumer products of the last decade, including Hims and Hers, Harry’s, Sweetgreen and Recess.
But not long ago, Shine shuttered Gin Lane, named for a street where he grew up in Southampton, N.Y., and with that existing team he built Pattern Brands, a consumer goods company. His first product, Equal Parts, is a cookware brand.
Having grown up near the ocean, Shine has an analogy for his business pivot: “We set up a new home.
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