- The new ‘Cats’ trailer is here to make you want to claw your eyes out Thursday 7:59 PM
- Bella Thorne claims Tana Mongeau ‘broke girl code’ in a series of messy tweets Thursday 7:00 PM
- Redditors keep this data engineer’s plants alive for him Thursday 5:20 PM
- Professor writes article defending ‘Asian romantic preference’—and no one is here for it Thursday 4:57 PM
- Ditch Pornhub and support adult content creators instead Thursday 4:46 PM
- Fans grieve Kyoto Animation Studio fire with #PrayforKyoAni Thursday 4:18 PM
- Netflix’s ‘Secret Obsession’ isn’t just terrible—it’s boring as hell Thursday 3:30 PM
- Instagram expands experiment of hiding likes to 6 more countries Thursday 3:20 PM
- Man asks woman to stop speaking Spanish on a plane—and bystanders start speaking Spanish Thursday 12:55 PM
- Schumer calls on FBI, FTC to investigate FaceApp Thursday 12:41 PM
- Netflix loses subscribers—but hopes some tentpole shows can save it Thursday 12:10 PM
- Man utterly roasted for saying women can’t ask for equality in revealing clothing Thursday 12:07 PM
- Instagram struggles to remove photos of Bianca Devins’ dead body Thursday 11:14 AM
- ‘Storm Area 51’ creator says its gotten so big he’s worried about the FBI Thursday 10:49 AM
- Everyone loves Q baby, the baby who apparently supports QAnon Thursday 9:53 AM
‘What’s more ridiculous than a company that is selling bindles that’s going to change the world?’
As the story hit during Fashion Week, many weren’t sure what to make of it. Did they need a bindle? Was this the end of Williamsburg? The Business Company profile of Josiah and Dusty Bindle, the CEO and CFO of Bindle Bros., only intensified the confusion.
Creator Kemp Baldwin explains that his city of residence was his canvas, really.
“I live in Williamsburg, and I saw something at a show that I thought was like the next evolution of hipster, uh, craziness?” Baldwin said. “I made a joke to a friend about artisanal bindle bags, and that sort of spawned this. Also, I’ve been kind of into watching all these reverent business profile documentaries about companies that are just born, just sort of new into the world, and they’re going to change the world. That sort of entitlement all these videos have.
“And I thought, ‘What’s more ridiculous than a company that is selling bindles that’s going to change the world?’”
Comedians Ben Kronberg and Matt Klinman were enlisted to play Josiah and Dusty Bindle, respectively, and they got especially into their mission statement. Klinman mentions that another local business inspired them in their quest for super-expensive DIY authenticity, as well as a little bit of tech startup ego.
“Everybody in our generation thinks what they’re doing is very important because they’re doing it,” Klinman said. “Because we’re all our own protagonists in our story.”
Some people saw through the video’s satire of Brooklyn, marketing, and faux earnestness. Others got really, really mad, especially on Twitter. As much as we need stories about people who make us feel better about ourselves, the balance is we need things to blindly hate. A simple video about an overpriced bindle startup got people talking about the insidious nature of “homespun” commerce, the death of the dream, etc.
That tension has even shifted to the Bindle Bros. When asked about sales on the street, the three begin to argue. Have there been bindle sales behind Baldwin’s back? Is this a bindle swindle?
“Uh, we might break up,” Baldwin said.
But then, the larger truth.
“It’s a culture we’re all part of and a victim of,” Klinman said. “I think it’s this idea that your idea is the next big idea. … You see these things and you’re like, ‘That’s ridiculous,’ but then there’s like this pang of like, ‘I kind of want that?’”
And some of those angry people became fans, once they actually read the story.
“Those are the highest compliments,” Baldwin said. “When someone’s gone from about to start calling for a boycott on the Times and the Bindle Bros., to being a fan.”
Screengrab via Josiah Bindle/Vimeo
Audra Schroeder is the Daily Dot’s senior entertainment writer, and she focuses on streaming, comedy, and music. Her work has previously appeared in the Austin Chronicle, the Dallas Observer, NPR, ESPN, Bitch, and the Village Voice. She is based in Austin, Texas.