In a world where thousands of companies are being born every day, the power of a strong brand has never meant more. There are, of course, always those legacy brands whose popularity will ebb and flow with changing cultural whims but for some brands, their first moment in the sun is sat perched on the horizon waiting to break.
Today, I’ll be putting the spotlight on some of these brands; those that I feel are destined to do big things and impact creative culture in a big way this year. So, feel free to boot up your trading app of choice and let’s begin, shall we?
1. Octi: Wearable Sculptures Inspired by Nature
This London-based jewellery brand is creating some the hottest accessories in the UK, with designs that are effectively wearable sculptures that honour our planet and home. Using discarded fruits and vegetable casings inside precious metals, Octi crafts necklaces, bracelets, and rings with microscopic fractures imbedded within that create truly unique and eco-conscious pieces.
Given the increasing importance of sustainability amongst consumers (particularly Gen Z consumers) and the genuine beauty of these trinkets, I can see this brand really taking off over the next 10 months.
2. Dr Squatch: Premium Skincare for Men
Ask anyone under the age of 40 about “manscaping” and chances are they’ll know exactly what you’re talking about, such is the appeal of male grooming in a social media era where looks matter more than ever before. But what about smell? Men’s personal care brand Dr Squatch is raising the (soap) bar when it comes to all-natural self-care items for men.
With its quirky Instagram content and proud B-Corp status, this American brand was founded in a garage ten years ago but has since come a long way since. This year, it teamed up with huge names, including Marvel and Warner Brothers, to launch limited-edition Avengers and Harry Potter collections. Its huge emphasis on expanding its audience using podcasts and social media marketing means themed soaps are unlikely to be the last of its product innovations in 2024.
3. Apple: The Future is Now
Generally speaking, I wouldn’t put a brand as obvious as Apple on a list like this if it wasn’t for the intense media coverage afforded the Apple Vision Pro last month. The consensus among most tech hounds is that, in the years since the passing of Steve Jobs, Apple’s devices have been more iterative than innovative.
That’s perhaps why the Vision Pro has made such a cultural impact. It’s perhaps the first Apple device since the launch of the iPhone almost 20 years ago that’s felt genuine “new”. It might be beyond the reach of most of us right now but as an aspirational piece of forward-thinking tech, it’s a powerful thing indeed and it alone earns Apple a place on my list this year.
4. Anchor Brewing: The Beer of the Past and the Future
As a craft beer aficionado it would be remiss of me not to feature at least one beery brand here and this one is pretty special. Last summer, after 127 years of continuous operation, Sapporo Holdings announced it was closing Anchor Brewing Co., the oldest craft brewery in America.
That wasn’t the end of the story though, as within weeks, a coalition of the brand’s employees — including brewers, bartenders and production workers — launched a GoFundMe campaign to buy back the company, more than doubling their goal of $50,000. They followed that with a WeFunder to buy the Anchor Brewing IP and secured a lease of a brewing location in San Francisco. The reborn, employee-owned Anchor hopes to start brewing again by early 2024, but whether this indie venture can triumph where a big corporation failed remains to be seen.
5. Sage Nation: A Fusion of Japanese and British Heritage
Founded during the COVID-19 pandemic, Sage Nation blends Japanese and British heritage with a multicultural approach. Using premium Japanese materials and construction techniques, Sage Nation age to create “genderless collections that defy traditional fashion.”
Minimalism and intricate tailoring define their garments but it’s the gender-neutral design that I think gives them a definitive edge.
6. Humane: A Step Beyond Smartphones
AI is officially THE trend of 2024 and Humane’s AI Pin is a little something (quite literally) that used the technology in a very unique way. It’s a tiny wearable with an ambition goal: to be just as useful as a smartphone, but without requiring you to look at a screen.
The AI-powered personal assistant combines software, OpenAI’s GPT and a surprising amount of hardware (including a camera, microphone, speaker, projector and a multitude of sensors) to deliver a new kind of personal computing experience, one where you interact entirely with your voice, touch and gestures. The pin went on sale in November and will start shipping in March 2024 and I officially want one!
7. Lochlea: The Whisky Drinker’s Whisky
Getting back on the booze for a second, The Lochlea name may not spark the same sort of immediate name recognition as Lagavulin or Laphroiag but you’ll probably know it a lot better by the end of the year. Its first expression dropped in early 2022, and it’s spent the last two years racking up awards for innovation from some of the biggest names in the Scotch world.
The independent operation is run by John Campbell, who spent 27 years managing Laphroaig’s distillery before coming aboard to help create the brand’s core release; known as “Our Barley,” which brings together whisky from three different types of casks for a distinct flavour. We might not be drinking as much as we used to as consumers but we ARE drinking better booze and this brand certainly reflects that.
8. Sonos: If Apple Made Audio Gear
Sonos had a big year in 2023, introducing several next-gen speakers. Its 2024, however, is poised to be even bigger. For years it’s been rumoured that Sonos has been working on its very first headphones, but nothing’s come of it.
But during earnings call in late 2023, CEO Patrick Spence confirmed that, after years of R&D investments, Sonos would be entering into a new “multi-billion dollar” product category in the second half of 2024. Once the first Sonos headphones drop, expect audiophiles across the world to officially start going nuts.
9. Teenage Engineering: If Apple Made Music Tech Gear
You might not know the name, but you’ve almost certainly seen the products. TE, as they’re affectionately known by their fans, broke onto the scene more than a decade ago with their OP-1 portable synth and ever since, they’ve been breaking boundaries when it comes to the line between musical instruments and designer chic.
Their synths, speakers and groove boxes might be prohibitively expensive, but they look and sound incredible. They are perhaps the only music tech brand operating in the same aspirational realm as Apple, only in a more “independent” way. Arturia might be cooler for real musos, but TE are the brand you want to be seen with.
10. Huel: The Soylent Green Guys
The idea of barely edible milkshakes replacing our daily meals was something we all took the piss out of in the 90s but in 2024, everyone is busy, all the time and nutrition is something we all care so much more about now that we’re so much more aware of its importance. Of all the brands offering up edible powders that don’t taste like dirt, however, Huel is arguably the brightest diamond.
Above all else what Huel really have going for them is “sexy dragon” Steven Bartlett, whose status as brand ambassador, alongside the breadth and quality of the product line, elevates Huel above the dozens of other meal replacement and supplement brands currently making the most of our obsession with health and wellness.
