I agree there are "X as a service" start ups out there. The first one that comes to mind was Dollar Shave Club. Prior to that, people would just buy a few dozen

I agree there are "X as a service" start ups out there. The first one that comes to mind was Dollar Shave Club. Prior to that, people would just buy a few dozen disposable razors or an expensive razor every every few months from CVS, but this was a subscription. But that was a trend from maybe ten years ago now. None of the brands mentioned in the article follow that model though. None of them offer a subscription, just expensive versions of the same stuff. I don't have any explanations why this is a thing. I think its just easier to outsource production. You can buy some off label good enough product from China or send over design specs if you really want to. So whats left? Marketing the product, which is essentially what these companies do. You also can't compete on the low end (you won't be able to get a cost or distribution advantage to someone like Hanes), so that leaves the high end. But what's interesting is the high end is inconspicuous. If I buy a $100 umbrella from Prada, I know its a lux product because its Prada. But these new startups will sell you a $100 non-lux umbrella and make you think its a reasonable decision.