Whether coffee or chocolate, pizza or pencils, connoisseurship has become a pastime for the masses. But if anyone can become a connoisseur of anything, will the concept lose its mystique?

Laundry detergent isn’t usually associated with minimal, monochrome design and the ‘scent of ripe green figs’, but luxury brand L’eaundry wants to change that. It encourages people to look after and wash their clothes as delicately as they care for their skin.

Global sales of menswear grew to $440 billion in 2014, and with their high disposable incomes, aspirational young males are prompting luxury fashion and lifestyle brands to expand their offerings. Move over Yuppies, Yummies and Henrys are the new kids on the block – and they’re ready to spend.

Selling clothes plastered with memes, gifs and poop emojis, Shop Jeen has Gen Z and Y set firmly in its sights. But how has 23-year-old founder Erin Yogasundram – dubbed the “Queen Bee Of the internet” – amassed a cult following without spending a single dollar on advertising?