Emily Weiss, Glossier
If Haney built a community around activity, Emily Weiss built one around beauty. Before Glossier was a billion-dollar company, it was a blog called 'Into the Gloss'. Weiss didn't guess what her customers wanted; she asked them, co-creating products with
her most engaged readers. This community-first approach is the closest parallel to Haney's strategy. Weiss turned her audience into her marketing team, championing user-generated content and making customers feel like insiders. The lesson here is potent: build the audience before the product. By establishing trust and a clear point of view with her blog, Weiss ensured that when Glossier launched, a loyal army was already waiting to champion it.
Yvon Chouinard, Patagonia
Yvon Chouinard is the godfather of the mission-driven brand. Long before it was a marketing trend, he built Patagonia on a foundation of environmental activism and unwavering principle. Much like Haney's 'Doing Things' captured a casual, joyful approach to fitness, Chouinard's ethos captured a rugged, responsible approach to the outdoors. He proved that a brand's values could be its most powerful asset. Initiatives like 'Don't Buy This Jacket' and dedicating 1% of sales to the planet weren't stunts; they were authentic reflections of the company's soul. For founders who admire Haney's ability to create a lifestyle, Chouinard's story shows how to build a brand that stands for something so deeply that customers buy into the mission as much as the product.
Ben Gorham, Byredo
Ben Gorham entered the traditional world of luxury fragrance as a complete outsider—a former professional basketball player with a degree in fine art. His success with Byredo mirrors Haney's disruption of the hyper-competitive, performance-obsessed athletic wear market. Gorham didn't follow the rules; he translated personal memories and emotions into scents, creating a brand built on storytelling and a stark, minimalist aesthetic. This approach cultivated a cult-like following that felt they were discovering something personal and unique. Gorham proves that you don't need a traditional background to succeed. A strong, authentic vision and the courage to be different can be far more powerful in creating a brand that resonates on an emotional level.
Tristan Walker, Walker & Company
Tristan Walker built his company by serving a community he knew was being ignored. He created Walker & Company and its flagship brand, Bevel, after years of frustration with the lack of quality grooming products for men of color. He didn't just see a market gap; he felt it personally. This deep, authentic connection is a key trait he shares with Haney, who designed OV for the everyday recreationalist she identified with. Walker’s success demonstrates the power of building 'for us, by us'. By focusing with conviction on a specific audience and solving their problems with an elegant, well-designed solution, he built immense trust and loyalty, eventually leading to an acquisition by Procter & Gamble.
Jen Rubio, Away
Jen Rubio, a co-founder of Away, transformed a boring utility item—luggage—into a symbol of a modern, aspirational lifestyle. Sound familiar? It's exactly what Haney did for the humble legging and crop top. Before Away, luggage was simply a box to move your stuff. Rubio and her co-founder Steph Korey understood that for their target audience, travel was an identity. They built a brand around the story of travel itself, using stunning content, influencer collaborations, and a direct-to-consumer model learned from their time at Warby Parker. Away's success is a lesson in emotional branding: it’s not just about the product's function, but about what owning it says about you. They didn't sell suitcases; they sold the promise of adventure, more seamless and stylishly executed.
