In an era where brands are born, thrive, and sometimes fade in what can seem like days, the concept of a "legacy brand" might seem almost archaic. All icons have to start somewhere though and there are undoubtedly many modern brands that only sprung up in recent years that could be the Apple’s and Coke’s of the next generation.
But what is it that makes good brands great? If we knew the answer to that, we’d all be billionaires. I did, however, reach out to a few industry experts to gauge their opinions on what brands they feel could still be relevant 100 years from now.
TALA: Redefining Responsible Fashion
TALA, founded by Grace Beverley, is a brand that stands out in the crowded world of athleisure and sustainable fashion. Beverley, who launched TALA at the age of 22, exemplifies the kind of visionary leadership that could propel a brand into legendary status. Her journey is a compelling narrative of courage, conviction, and an unwavering commitment to her ideals. In Beverley’s words and actions, we see the blueprint of a brand that is built to last.
“How can TALA not be a legend of the future with the phenomenal Grace Beverley as its Founder? I have a serious girl crush. She founded TALA aged 22 – incredible in itself – and it was already her second business launch. But what I love best of all is just how single-minded and brave Grace has been,” says Vicky Bullen, CEO at Coley Porter Bell. Bullen’s admiration is well-founded.
Beverley’s decision to part ways with her first manufacturing partner because their vision for the brand did not align with her own is a testament to her commitment to long-term brand building. She rejected the easier path of creating a fleeting influencer-driven brand, opting instead to lay the groundwork for something far more enduring.
TALA's commitment to "responsible fashion" sets it apart from other brands claiming sustainability. Beverley’s honesty about the challenges and limitations of creating a truly sustainable fashion brand is both refreshing and rare in an industry often marred by greenwashing. “She doesn't try to pretend that TALA is sustainable – rather she uses the term responsible fashion,” Bullen points out.
TALA’s approach involves using responsibly sourced materials, recycled fabrics, and organic cotton where possible, but it also acknowledges the inherent challenges of producing athleisurewear that inevitably contributes to consumption and microplastic pollution. This transparency and dedication to continuous improvement resonate deeply with today’s conscious consumers, who are increasingly looking for brands that align with their values.
Moreover, Beverley’s relentless focus on product quality and customer feedback ensures that TALA’s offerings are not just ethically sound but also top-notch in terms of design and functionality. “She also sweats the design of the pieces. She listens intently to customer feedback, and she iterates the product design getting every detail as perfect as it can be. No matter how good the brand, to be a legend the product must deliver, and TALA does in spades,” Bullen adds. This combination of ethical integrity, product excellence, and a clear vision for the future is what positions TALA as a brand that could very well become legendary in the years to come.
Silicon Valley’s Race to Artificial General Intelligence
While TALA is revolutionising the fashion industry, the future legends of the tech world are emerging from Silicon Valley, the epicentre of technological innovation. These are the companies at the forefront of the race to develop Artificial General Intelligence (AGI), a pursuit that has the potential to reshape the world as we know it. The stakes are extraordinarily high, and the competition is fierce, but it is precisely this crucible of innovation that could give rise to the next generation of legendary brands.
Eoin McKenna, Founder and CEO of Tribe, offers a compelling perspective on this phenomenon: “Exploring some startup brands from the last few years that could become icons in the coming decades. The 0.01% – Silicon Valley has a business culture largely focused on achieving monopoly. There is a very small concentration of around 1000 people that have helped build the techno-capitalist machine that drives much of the world economy.” McKenna’s observation underscores the fact that Silicon Valley’s influence on the global economy and culture is immense. The region is home to a small, elite group of companies that are not only driving technological advancements but are also shaping the future of work, communication, and society at large.
McKenna highlights the unparalleled concentration of capital and talent in Silicon Valley, a region that, if it were a country, would be the fourth largest economy in the world. “More venture capital is deployed in the state of California than all the other states combined, and it is home to the largest concentration of global technology companies in the world,” he notes.
This environment has given rise to a handful of companies that are leading the charge toward AGI, a development that could potentially eclipse all other technological achievements to date. As McKenna puts it, “Emerging from this capital is a very small number of companies with a very singular goal: The trillion-dollar compute cluster which brings us to Artificial General Intelligence.”
The implications of AGI are profound. It represents the pinnacle of human technological achievement, a level of intelligence that could surpass human capabilities in every domain. McKenna’s insight is particularly striking when he says, “We find ourselves passive observers in a race where only a handful of companies will be able to deploy enough capital to reach supercomputing at this scale. It is the most elite of all competitions and the most likely of all current world events, to impact our future.” The companies that succeed in this race will not only define the next era of technology but could also exert unprecedented influence over global economics, politics, and culture.
In this sense, the next generation of Silicon Valley tech giants could become the legends of tomorrow, much like the way companies such as Apple, Google, and Microsoft have become integral to our lives today. However, the stakes are even higher now, as these companies are not just creating products or services but are potentially shaping the very future of humanity.
More Notable Brands of the Future
Saie: Leading the Clean Beauty Movement
In the beauty industry, where sustainability and transparency are increasingly in demand, Saie has emerged as a leader. This New York-based startup prioritizes clean, ethical beauty without sacrificing quality or affordability.
With investors like Unilever Ventures and celebrity endorsements from figures such as Gwyneth Paltrow, Saie is capitalizing on the clean beauty trend, which is more than a fad—it's a movement towards responsible consumption. Saie’s success in bridging the gap between luxury and sustainability positions it as a brand that could redefine beauty standards for decades to come.
Tonal: The Future of Fitness
As fitness trends evolve towards more personalized and technology-driven experiences, Tonal is at the forefront of this transformation. The Bay Area-based startup offers AI-powered home gym equipment that tailors workouts to individual needs.
This innovation not only makes fitness more accessible but also aligns with the increasing demand for at-home solutions, a trend accelerated by the global pandemic. With substantial investment and cutting-edge technology, Tonal is well on its way to becoming a leader in the fitness industry, likely to influence the future of how we exercise.
By Humankind: Revolutionizing Personal Care
By Humankind is another brand that exemplifies the shift towards sustainability in consumer products. This New York-based startup focuses on reducing single-use plastics in daily routines, offering innovative alternatives like mouthwash tablets and shampoo bars.
With an emphasis on clean ingredients and a refill model designed to minimize waste, By Humankind is more than just a personal care brand; it’s a mission-driven company that resonates with eco-conscious consumers. As the world becomes more attuned to the environmental impact of daily habits, By Humankind is poised to become a household name, leading the charge in sustainable personal care.
The Making of Legends
The brands that will become legends in the future are those that not only innovate but also challenge the status quo, embody a clear and compelling vision, and resonate deeply with the values and needs of their audience.
The brands above, though operating in vastly different industries, share a common trait: none of them are not content with simply existing in the present. They are building the future, shaping the world around them, and in doing so, are laying the foundation to become the legends of tomorrow.
As we continue to observe their growth and evolution, one thing is certain: the future is being forged today by those who dare to think big, act boldly, and lead with purpose. These are the brands that will not just survive but will thrive, inspire, and become the icons of the future.
