Friends, you know I love it when economics shows up in unexpected places, and recently, the Wall Street Journal served us a fun one. They asked, “Can a beige cashmere sweater be a gateway drug?” Now, I doubt that’s what designer Jenni Kayne was thinking at age 19 when she started her namesake brand. But all these years later, it’s a pretty fitting question and insight into lifestyle marketing.
Kayne built her empire on a simple, almost obvious idea: most people, especially women, wear some version of the same “uniform” every day. Instead of chasing trends, she leaned into that reality and asked: What if the things we wear every day were beautifully made, comfortable, and timeless? The answer turned out to be a multi-million-dollar lesson in economics, psychology, and branding.
The Power of the Everyday
Jenni Kayne started with elevated basics. Pieces like that iconic beige cashmere sweater. Soft, minimal, luxurious without shouting about it. From there, she expanded her reach, first into skincare and body care with her Oak Essentials line, and then into home goods: candles, tables, throws.
On the surface, that looks like product diversification. But if you dig deeper, it’s something more strategic: she wasn’t just creating products. She was creating a lifestyle. It was lifestyle branding at its finest.
Her brand centers around her California roots, the breezy, sun-dappled aesthetic of effortless comfort and “quiet luxury.” The same tone we saw sweep through fashion and design in the years after the pandemic. As the world slowed down and people reevaluated what mattered, consumers started craving simplicity and calm. Kayne’s brand met that desire perfectly.
Economically, this is brilliant. She recognized a post-pandemic shift in consumer values—a move away from flashy logos and fast fashion toward sustainable materials and pieces that last. Her customers weren’t just buying sweaters; they were buying identity.
Brands Become a Community with Lifestyle Marketing
One of the most fascinating parts of Kayne’s story isn’t what she sells. It’s what she’s built. Fans of her brand often say things like, “It’s not a brand. It’s a community.”
That’s because her stores don’t just sell products. They host knitting clubs, book clubs, and small gatherings, bringing women together around shared values of comfort, creativity, and connection. That’s the difference between a marketing strategy and a movement.
She turned consumption into participation.
When people invest emotionally in a brand, when they see it as part of who they are, they become loyal advocates. They spread the message organically. That’s not just marketing; that’s social capital.
And it’s also a reminder that today’s consumers, especially women, are buying meaning as much as they’re buying merchandise.
The Economics Behind “Quiet Luxury”
Let’s talk about that phrase for a moment: quiet luxury.
Economically, it’s fascinating because it taps into two opposing desires. On one hand, it’s about restraint, buying less, choosing quality over quantity. On the other hand, it’s still about signaling something: discernment, taste, financial stability.
When you buy a $400 sweater that looks understated, you’re sending a message that says, I don’t need a logo to prove my worth. And that’s powerful.
But it’s also a subtle economic play. Brands like Jenni Kayne have realized that simplicity sells, especially when it’s wrapped in a story about mindfulness and intention.
And here’s where the gateway drug metaphor comes full circle: you buy the sweater, you fall in love with the feeling of comfort and calm it represents, and before long you’re eyeing the matching blanket, the candle, the oak-wood side table. You’re not just buying items—you’re buying into a lifestyle economy.
Common Sense in Style
My friend Erica Simpson, who’s a brilliant fashion marketing mind, always says:
“Style isn’t just what you wear—it’s the story you tell.”
And that’s exactly what Jenni Kayne understood.
In a noisy world filled with fast everything, fast news, fast food, fast fashion, she offered a counter-story of slowness, intentionality, and grace. She understood that people were tired. Tired of clutter, tired of chasing trends, tired of things that don’t last.
So she built a brand that feels like exhaling.
That, my friends, is economic intuition at its best. She used her common sense. Something that often feels like the rarest luxury of all.
The Takeaway from Lifestyle Marketing
Whether you’re an entrepreneur, a consumer, or just someone trying to make thoughtful choices, there’s a lesson here.
Economics isn’t just about money; it’s about behavior. It’s about how people make decisions, what they value, and what stories they tell themselves through the things they buy.
When you understand that, you can see why a beige cashmere sweater might just be a “gateway drug.” Not because it leads to excess, but because it leads to identity.
So the next time you find yourself drawn to something simple, quiet, and well-made, pay attention. There’s probably a deeper reason.
Remember: when you live life with ease, intention, and a little bit of style, you’re using your common sense.
Want to learn more about how marketing and trends like lifestyle marketing affect consumers? Check out these related posts from the Common Cents Blog:
Image by Melk Hagelslag from Pixabay
