Curious

The antidote to doomscrolling.
Curious is our substack exploring ideas, insights, and prompts across culture, creativity, and change. Each piece is written to help brand leaders cut through the noise, think long-term, and move from reacting to shaping.

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Caitlin Mayance 5/9/25 Caitlin Mayance 5/9/25

The End of Escapism

There’s real opportunity in designing systems people can connect and benefit from within, instead of just consuming from. That can look like circular supply chains, mutual aid models, or shared ownership platforms.

It will feel messy. It will take time. And best to start small. But it’s something we can build - together.

Caitlin Mayance 4/23/25 Caitlin Mayance 4/23/25

What the Dark Mode missed

“Everything starts to look like everything else—not because of shared meaning, but because the system demands it.” Kyle Chayka, Filterworld

Caitlin Mayance 4/9/25 Caitlin Mayance 4/9/25

Curiosity as a Strategy

What if the most powerful strategy isn't having all the answers, but asking better questions?

Caitlin Mayance 2/19/25 Caitlin Mayance 2/19/25

The Rebrand of Upcycling

The case for rebooting our perception of the word left in 2010. Language shapes reality. Our vocabulary choices influence perception, which drives behaviour.

Caitlin Mayance 1/22/25 Caitlin Mayance 1/22/25

Wait, What's a Digital Product Passport?

Welcome to a new series where I’ll break down sustainability initiatives into plain English. No jargon, no confusion, no deep dives - just simple, snackable explanations of what's happening in the fashion industry, why it matters and how to get involved.

Caitlin Mayance 12/10/24 Caitlin Mayance 12/10/24

Modern Problems Require Ancient Solutions

Both the fashion industry's current challenges and our brainrot epidemic stem largely from disconnection and a failure of imagination—from nature, from communities, and from future generations.

The Seven Generation principle offers a path to reconnection.