Stories and T-shirts

Stories are a pretty important part of consumer behavior. Sometimes that means the story of the consumer him- or herself. Sometimes that means the story of the product.

Here is an interesting experiment in linking stories and consumption: A just-launched clothing brand called Graey, which is offering up part one of an online comix-style narrative, featuring characters in Graey apparel. It happens at Graeyny.com, which I believe “went live” today.
So far the story — both the story on the site, and the story of the brand — is pretty much in the germinal stage, so it’s hard to make a judgment about any of it. But I’ll keep an eye on it.