People generally like pretty things, whether that’s a shiny Pink Lady apple or fancy fine china. But can products be too pretty? Canvas8 sat down with Freeman Wu, a doctoral candidate in marketing at Arizona State University, to find out why people don’t like to use aesthetically-pleasing items.

It’s not often that an ‘it’ shoe has functional rubber soles, thick laces and is crafted from waterproof fabric. But L.L. Bean’s century-old snow boot – which has a 20,000-person waiting list – shows that a back story and a lifetime guarantee might be more appealing than a pair of red soles.

Streetwear brand Supreme is a bundle of contradictions. It’s affordable yet exclusive; ultra-rare but surprisingly easy to buy; and is both a high fashion collaborator and foundation of subcultural style. How has this niche label kept its cool, even while attracting gaggles of teens to its stores?

Mentioning The North Face a few years ago would have brought to mind images of duffle bags, sturdy parkas and durable fleece jumpers. Outdoor brands have long catered to middle-aged hikers and sport lovers, but some are now pairing up with streetwear labels to target young, urban men.