"faux-intellectual, salt-and-pepper haired douchebag"

The name of course is also a little to invented.

Nothing wrong with that but it reminds me of the way people used to name investment firms trying to sound all distinguished and "we've been around for 100 years". There are actually examples of companies that have scammed people using a particular type of made up name.

Here is how they made up the name:

http://www.theparadigmcase.com/2011/07/the-case-on-style-war...

If you want to see this taken to ridiculous heights, check this out: http://www.bestmadeco.com/collections/frontpage/products/our...

When do you think this company was founded? Surely it was founded by an enterprising young frontiersman in the 1800's. 1850? 1900? Actually it was founded in 2009.

Wow. Thanks for pointing that out. They definitely get the "shovel the shit" award this week. They have axes that cost $250. I bought a fine axe at Lowes I think it was $30 maybe?

Watch this piece of work:

http://www.bestmadeprojects.com/post/5427086342/peter-buchan...

Marketing like this is a few steps removed from the "pet rock" of the 70's. Wrapping an everyday product in some kind of crafty acceptability. At least with the pet rock everyone knew it was a gimmick.

Edit: Think our links show the same video?

Yeah, I think this is a case where the founder is desperately trying to exploit demand for products whether it exists or not. I don't know how many axes he's sold, I hope he's sold a lot, but there is something about the copy and his messaging that suggests that he is falsely earnest about quality.

If nothing else, it is a blatant ripoff of Coudal's Field Notes.

I agree, I went to their main page, immediately had a hipster overload that made me close the page.

As for the open letter, thanks for sharing the dirty laundry, that's awesome! Just kidding, I don't really see the point of sharing that publicly except for gathering some pity buys.

> Who buys a monocle?

Someone with only one eye?

EDIT TO ADD: [. . .] and with facial disfigurement / prosthesis that makes wearing glasses uncomfortable or difficult.

But you have to admit that is not who they are targeting because they are using a fully-figured person to show the glass.

Yes, as the other poster pointed out, go look at the guy modeling the monocle and try not to punch your fist through a window. Go ahead, try.