The Kinfolk Entrepreneur by Nathan Williams
The Kinfolk brand started out as a magazine, published by Ourr, and is based in Portland, Oregon. It was founded by Nathan Williams, and is produced in English, Japanese, Chinese, and Korean. Williams also served as the Editor-in Chef of the magazine until July last year.
I'm a big fan of the magazine, picking up a copy at Indigo when I can afford it. I'm often inspired by what I see on the pages and by the interviews I read, by the sleek and clean designs, and the beauty of the photography.
Around the middle of 2020, on one of my many shopping trips to Indigo, I noticed a huge change in the aesthetic of the store. The window displays had changed, the product offering was more chic. They now sold candles boasting ingredients like bergamot, cedar, and sandalwood. There was an abundance of fixtures displaying patterned pillows, knitted blankets, and tables covered with copper cocktail shakers, martini glasses, herbs, spices, and artisanal teas and coffees. This didn't look like Indigo. This looked like a cross between Colette and Anthropologie. Yet there were still books. Many, many books.
Don't get me wrong though, I still loved it.
Turns out, this was the work of Nathan Williams and the Creative Team at Indigo, and their new product line, OUI.
Williams had resigned from Kinfolk and joined the team at Indigo as Chief Creative Officer, and he was making big changes. I was excited to say the least. Things were changing, he was refreshing a stale brand, bringing fresh eyes and his Kinfolk vision. Indigo was about to become a lot more appealing.