Editor
Last January, in an effort to grow its business, three-year-old menswear brand About Blank started releasing monthly lookbooks. Initially shot on an iPhone, the photos were set against simple backdrops — wood walls or shelves. On TikTok and Instagram, it shared a behind-the-scenes peek with videos from the set.
The strategy was a hit. More than 10,000 people signed up for a membership on its website, and by the end of 2023, About Blank’s…
