The problem with easy

I’m currently in the sweltering hot air balloon that is South Carolina cooking flesh and hot dogs to commemorate American independence day weekend grabbing a quick gasp of air before diving back into 2024. Where’s my cutman? That first half of the year went about as smoothly as domestic air travel for us but against all odds and to the dismay of many, we’re still here. Bartender! Another round!

Yesterday, during the meaty section of America’s birthday party, I took a barefoot walk along the coast to drink in some authentic Americana. I was expecting to see Kenny Powers blasting Kenny Chesney in Hurley stars and stripes boardshorts while beer bonging Budweisers, but what I discovered was even more American: I learned about The Shibumi Shade.

Up and down the beach all I could see for miles were thousands of identical teal and blue sun shades flapping in the wind (I’m not exaggerating, thousands) covering the bodies of nearly everyone in the state. So much for the stars and stripes, this was Shibumi country. Our curiosity about this cult drove my wife and I to ask around, “Where did you get your sun shade?” we asked a few beachgoers hoping to gain some insight into the genius marketing behind this brilliant beach brand. Every person said the exact same thing, sweet as tea on ice: “We got it on Amazahn!” 

By the time we returned from our walk, we had observed a man nearly self-amputate his leg on an e-foil, were zoomed past by at least 100 e-bikes and 200 golf carts and had seen a fine sampling of how the General Public consumer conducts themselves in 2024: They’ll take what everyone else is having in the cheapest manner possible.

Now I’m a bit of a purist with blistered feet who always tries the long hard stupid way so I don’t end up sitting under the same sun shade as everyone else, but in honor of the holiday and as an ode to the modern American way, I attempted to ChatGPT this newsletter this morning so I could enjoy the day and shop for a Shibumi Shade.

It suggested the subject line: Hey! Hey! Hey! It’s Inherent Bummer Time! “Howdy, Bummer Buddies” it began before launching into an odd mixture of existential woe and unadulterated enthusiasm accented by a bounty of exclamation points. Yikes.

I’ll never do that to you, I promise. 

Instead, I decided to write you this and vow that from here on out we’ll never take the easy or artificial way out. Because even if we don’t make something everyone wants, we’re stoked to make whatever this is just for you.—Travis Ferré  

[Above art: Target, 1961 by Jasper Johns]