Gotta Collect 'Em All: Hype Decks and Popular Playing Card Series submitted by EndersGame_Reviewer to cardistry [link] [comments] When you're into cardistry, you'll know a thing or two about playing cards. They are, after all, the tools of the trade. And you'll quickly discover that there's a lot of different custom decks out there, many of which are great for card flourishing. A vast amount of cards that have already been produced, and there's steady flow of new cards that are being released on an ongoing basis. Arguably the most popular playing cards beloved by cardists and collectors alike are what some refer to as "hype decks". These are decks that have effectively become a brand of their own by virtue of their sheer popularity. In the last few years alone there are several "brands" that have generated a huge wave of momentum. Almost every new release is quickly sold out, and previous releases don't take long to fetch high prices in the secondary market, as buyers scramble to "collect 'em all". In this article we'll introduce you to some of the more popular series of this sort, which are beloved by both cardists and by playing card collectors. FONTAINES The Fontaine brand is one of the biggest and most recognizable brands in the world of playing cards today, especially in cardistry circles. When you first see a Fontaine deck of cards you might wonder why. After all, what is there to get excited about card backs which have a lower-case "f" put together in a simple and minimalist design, and card faces that are mostly standard? The reason for the success of this brand is the man behind it, Zach Mueller. Zach began making a name for himself with his creative cardistry videos, some of which went viral on youtube. Inspired by the iconic Jerry's Nugget casino deck which appears later on this list, around 2013 Zach whipped up a simple design of his own, printed the deck, and began using it in his cardistry videos. It wasn't even originally conceived as deck that would be published more widely, nor was including it in his cardistry videos originally intended as a marketing gimmick. But the popularity of his videos did have the result of producing a demand for decks like the one Zach was using. When he tried his hand at crowdfunding one, it became an instant success. Zach built on this success with further releases of the same design but in different colours, and later expanded his Fontaine brand to include clothing and other merchandise. Today the Fontaine company has a significant number of releases every year, and they are typically so much in demand that each sells out in minutes. While many of the initial decks didn't evidence much variety aside from recolouring the back design, in recent times we have witnessed some more innovation, such as collaborations with other artists, and a UV black-light edition. https://preview.redd.it/bk51kexhhcg61.jpg?width=600&format=pjpg&auto=webp&s=7ad5a040ac2cd67d9644f02041f3937ba2e28642 ORBITS The Orbit decks come from magician Chris "Orbit" Brown, with involvement from designer Daniel Schneider. The Orbit series is extremely popular with card flourishers, and it's not surprising why. The circle design on the card backs makes it ideal for cardistry. The first version of the deck was blue, had a print run of only 2500, and only managed to hit its Kickstarter target on the final day when it was put up for crowdfunding in 2015. In contrast, today collectors can't get enough of them! The fourth edition alone had a print run of ten times that amount, and the first few versions of the deck will now cost a pretty penny on the secondary market - if you can find them. Common to most of the decks in the series is of course the signature circle look of the card backs. But there's also the regular presence of light-hearted jokers, mini-astronauts, and even tiny orbitting rockets on the card backs, all of which capture something of the galactic and space theme, and add elements of warm humor. There have been minor tweaks to the design to ensure that each deck is not just a simple recolouring of the previous version. The V7 deck is noteworthy for its retro pink and blue colours, and for including a tribute to the failed mission of the space shuttle Challenger in 1986, and has the added bonus of being a very cleverly marked deck. The face cards of the Orbit decks mostly feature a style borrowed from the classic Arrco decks, which gives them a slightly different feel from your typical Bicycle deck, while ensuring that they still have a very familiar, recognizable, and practical look. Some of the decks feature even members of the Orbit crew as the court card characters. It is certainly a successful formula, and these are versatile playing cards that are both novel and familiar enough to make them suit a variety of purposes, from card flourishing to card magic. As with most other entries on this list, the success of the series has generated an increased demand for the first decks in the series, which are not easy to get hold of. https://preview.redd.it/0lakhcmihcg61.jpg?width=600&format=pjpg&auto=webp&s=424b4fba74ee4be5d763fb2439b270df0d319019 JERRY'S NUGGET The history of the Jerry's Nugget decks is a fascinating one, and it even includes a great detective story. The short version is that these striking red and blue decks were first printed in the early 1970s for Jerry's Nugget Casino in Las Vegas. They ended up in storage instead of being used at the casino, and eventually made their way to the gift shop, where they were sold for a dollar or two each. At this point they were discovered by some big name cardists, who began popularizing them via their videos, and spoke highly of their handling qualities, which were the result of printing methods that couldn't be replicated with modern methods. The demand for them grew, but by this time they were sold out. With a limited supply and increased demand, they slowly became a holy grail for collectors, prices typically reaching $500 per deck on the market. Around 2019 Lee Asher became involved with a project to reprint the cards, to make them readily available again, and put them in the hands of a new generations of cardists and collectors. A deal was brokered between Expert Playing Card Company and Jerry's Nugget Casino, and with the help of an incredibly successful Kickstarter project that fetched nearly half a million dollars, a new edition of Jerry's Nugget decks hit the market. The new decks are almost like the original, but consist of a Modern Feel version printed by USPCC and a Vintage Feel version printed by EPCC. The scene was ripe for capitalizing on the popularity of these classic decks, and so the deck was subsequently reprinted in colours like Teal, Coral, Black, Steel Grey, Yellow, Orange, Green, and purple. There are also some limited editions like Pink, and there are even special limited editions with gilding. Many card flourishers love the minimalist look of this series, the famous name and iconic look, and the variety of different colours make them ideal for collectors. https://preview.redd.it/kuxzzlgjhcg61.jpg?width=600&format=pjpg&auto=webp&s=8356844549aedec90eda4b447063afc00faf88f5 CHERRY CASINO The Jerry's Nugget decks aren't the only decks that capitalize on the public interest in old-time casinos. This is also the concept that lies at the heart of the Cherry Casino decks, which is a series of playing cards produced under the Pure Imagination label. Pure Imagination Projects was founded in 2013 by Derek McKee, and the first Cherry Casino deck was produced around 2015 in a bright aqua colour. The idea was to draw on the image of an old time casino, hence the classic cherry artwork familiar from slot machines, an iconic symbol of gambling. Several versions then followed in successive years, as the Cherry Casino decks slowly grew in popularity One of the drawcards of this series is the bold metallic ink used on the cardbacks for most of these decks, which instantly sets them apart from your average deck. One of my personal favourite colours in this series is the Tahoe Blue, which is inspired by one of the clearest and deepest lakes in the United States, Lake Tahoe. The use of metallic ink on card backs creates a gorgeous and inviting pearlescent blue that is hard to get enough of. The Cherry Casino decks are also very versatile and practical, and the relatively standard card faces makes them ideal for card magic or for playing card games. Yet the striking card backs also makes them very appealing for cardists and collectors. This creates the ideal combination of something striking and something simple, which is the greatest strength of the Cherry Casino series. The vibrant and eye-catching colours, set them apart from the competition, and give them the magnetic quality that collectors look for, while they remain functional and suitable for a variety of uses. The first decks in the series are especially prized by collectors, since they are long out of print, and entered the market long before anybody realized how successful this series would become over time. https://preview.redd.it/uvqcml7khcg61.jpg?width=600&format=pjpg&auto=webp&s=2ef474b844f7af286d7d3c3bf3fb5a9f67bead9e VIRTUOSO Virtuoso, commonly called The Virts, is a group of Singaporean cardists, originally founded by Huron Low and Kevin Ho. Other team members joined them over time, and they began releasing cardistry videos on their youtube channel. Around 2012 one of their cardistry videos went viral and was eventually featured on the Discovery Channel, which only increased the growing interest in their work, especially their creative card flourishing videos. It was also around this time that The Virts came up with the idea of designing a deck of card that was specifically geared towards cardistry. They used a design that was strongly geometric in flavour, and where even the court cards and number cards were optimized for card flourishing, to enhance the visual aesthetic of cards in motion. Today it's quite common for a deck to be optimized for cardistry, and there's a ready market waiting to buy decks like this. But at the time this was a groundbreaking idea, and even somewhat of a financially risky one. But card flourishers welcomed the very first Virtuoso deck with open arms, and the deck proved to be more successful than ever imagined. Since the release of their first deck, The Virts have continued to release follow-up decks on a somewhat regular basis. Typically each new release is accompanied by a flashy video that showcases the amazing cardistry of The Virts themselves, which is cleverly accentuated by their cardistry-friendly cards. Their signature geometric design is common to all of the decks released so far, and the eye-catching colours and consistently handling qualioty ensure that card flourishers love it. Recent times have seen the rate of their releases slow down, but news in 2020 about their latest deck - which is scheduled to come out in 2021 - generated a new wave of excitement. Loyalty to the Virtuoso brand and decks is evidenced by the fact that many people were ready to pre-order the new deck sight unseen. https://preview.redd.it/48zmr2okhcg61.jpg?width=600&format=pjpg&auto=webp&s=cd5fcc61431a3e2764fd95bb5dba12a79658817d ORGANIC PLAYING CARDS One of the more fun entries in this list are the food-inspired decks created by Organic Playing Cards (OPC). This brand is originally the brainchild of Cameron Toner and Nathan Lex, who started OPC while they were in college, combining Cameron's love for card magic and Nathan's love for cardistry. The company has since evolved, and others have come on board as they grew. Their original goal was simply to produce a fun deck of banana-themed cards, now known as Peelers V1. Since then they've gone on to produce a cornucopia of fruit-inspired novelty decks. The concept of what you can expect from an OPC deck is a simple one. Typically it's a deck that features two pieces of fruit on the card backs, some humorous changes to the court cards that incorporate that fruit, an adjusted colour scheme, and a fun take on the tuck box. For example, the Squeezers V1, V2, and V3 decks are orange, lemon, and grape-fruit themed retrospectively, and the tuck boxes are designed to look like juice boxes, complete with an ingredient list. The Snackers decks are themed on strawberries and blackberries, and come in a resealable package typical of a bag of candies, and even include an artificially added scent that smells like the fruit. The latest additions to this popular series have included an avocado themed deck (Avocardos), and in somewhat of a departure from the usual fruit theme and look, a corn-themed harvest deck (Shuckers). So they are exploring new directions, but they haven't run out of fruit just yet, and I look forward to see what they come up with next. https://preview.redd.it/56o6yqelhcg61.jpg?width=600&format=pjpg&auto=webp&s=6b9aec71b43d043c10980cee343e3bf3e8ffed30 WHAT TO BUY AND HOW MUCH TO PAY? Buying and pricing In the end, you should buy what you like, not what other people tell you to like. But how much do these decks typically cost? Latest releases typically sell at retail price, and don't cost a fortune. Although in some cases, especially with in-demand brands like Fontaines, you have to be right at your computer when a new deck is released, and be among the first set of buyers who are fortunate enough process a purchase in the few minutes before they are sold out. Otherwise you'll have to rely on resellers, some of which can have inflated prices. Older decks for virtually all of these series, however, tend to command much higher prices. This is simply a matter of supply and demand: as the number of collectors grows, more and more people want them, while the supply is limited, because the original decks are long out of print and out of stock at retailers. You'll have to rely on the secondary market to try to source these, and expect to dig deeper in your wallet if you want to get first and second edition decks of many of the above series. Investing and re-selling When collectors see some of these decks selling for over $100 on the secondary market, it can be tempting to think that it's a good idea to buy a stash of decks in the hope that you'll hit a jackpot with a brick of decsk that will be worth a bundle down the line. The reality is that this is hard to predict. When most of these decks were first released, nobody knew that they would become big hits over time. It's only as a series or brand generates momentum and establishes a loyal following, that the prices of the original editions start to rise. For example, I have a Peelers V1 deck, and these are now worth up to US$150 today. At the time I picked it up, it was just a novelty deck from an unknown brand, and I used it as an everyday deck for card games and card magic. Who was to know the success that OPC would later become? Meanwhile I've just been using it casually for card games! Much the same is true for the very first Fontaines deck, which costs a fortune now, but at the time was really just an ordinary deck. The playing card market is fickle and future hits are almost impossible to predict. If you want to earn money, rather than gambling on playing cards, you're better off spending your time working for money at your regular day job. Other popular series Are there other series besides the ones covered above? For sure. Daniel Schneider's series of Black Roses deck also has its passionate collectors, as do the Golden Nugget decks, the Gemini Casino decks, and the NOC decks. The Planets series by Vanda was also popular for some time, but with the release of all the planets this is obviously now complete. There are also people who collect anything produced by a particular brand, such as Anyone Playing Cards. Perhaps even that new release you're thinking of purchasing will become the start of a successful new series or brand - you can never really tell! https://preview.redd.it/ppwyhb5mhcg61.jpg?width=600&format=pjpg&auto=webp&s=75a4ee69f8af72d0c022c24d50e3581b80066959 HAS THE INDUSTRY JUMPED THE SHARK? More and more, faster and faster In the first few years of the boom in the playing card market that was created by the arrival of crowdfunding around 2009, new releases were typically produced either as a mass market deck, or as a numbered limited edition. That seems to have changed in the last few years, and the number of permutations for a particular deck seems to be more than ever before. First of all we get recoloured versions of the same deck, multiple times over. Then in addition we get a numbered deck, and a gilded deck... and multiple combinations of all of these. It starts to become impossibles for collectors to get a complete collection. In addition, in some cases, a very limited edition of a popular series is produced at a high price tag, like the $75 Cherry Casino House Decks, putting it out of the reach of most collectors, except those with very deep pockets. In other cases, companies are releasing decks in different colours so fast (here's looking at you, Jerry's Nuggets), that collectors can hardly keep up. The inevitable question arises whether some of these developments are unhealthy. How much is too much? All this understandably makes some collectors begin to feel a little jaded, and wonder if some of these series have jumped the shark. Are some creators starting to take the mickey out of collectors, knowing that they will want to "collect 'em all", even if they have to spend ridiculous amounts to do so? Is this capitalism gone mad, and are producers becoming too motivated by trying to make big bucks? If this trend continues, it can start to feel like price-gouging and greed, and creators run the risk of sucking the joy out of collecting, and losing their customers. All this means that producers have to be careful in the decisions they make about what they release, and not simply be motivated by making money. Collect 'em all? But there's a lesson in this too. It doesn't make sense to mindlessly collect every single thing. But if you do think carefully about what you want to collect, it can be a lot of fun to collect series like the ones covered here. By all means collect 'em! But maybe just not all of them. At least, not all the time. https://preview.redd.it/c50y53umhcg61.jpg?width=600&format=pjpg&auto=webp&s=3f00f71fa02141ee251913695a2cc7fba823a260 Author's note: I first published this article at PlayingCardDecks here. |
2017 | 2018 | 2019 | 2020 | 2021 exp. | 2022 exp. | |
---|---|---|---|---|---|---|
Ebitda M | 9288 | 14685 | 11503 | 11599 | 11649 | 12419 |
Operating result M | 8391 | 8333 | 9709 | 7899 | 7491 | 8604 |
Earnings before Tax M | 3122 | 6212 | 8668 | 7309 | 6483 | 7929 |
Net profit M | 5881 | 5589 | 6285 | 6102 | 5994 | 6617 |
p/e | 15,69 | 10,20 | 11,38 | 7,77 | 7,69 | 7,11 |
p/share | 6,63 | 5,94 | 6,4 | 6,31 | 6,38 | 6,9 |
Grips. Let's talk about 'em. submitted by db_inc to dbrand [link] [comments] If you've spent any amount of time on this subreddit, you've likely seen at least one post about a Grip case that has fallen apart. Most of you have seen several. We know this because we've seen every single one. We’d like to see less of them. Ideally, none. Over the past 18 months, we’ve been on an odyssey to fix the underlying problem. What follows is a chronicle of that journey. Our objectives in writing this post are three-fold. There will be a tl;dr version at the end of this post, summarizing each of the three:
PART ONEWhy Do Grips Fall Apart?Most phone cases are made out of a single material. The material itself varies from case to case, though the most common is Thermoplastic Polyurethane (TPU). The Grip case, as a point of comparison, is made of two different materials: an elastomer and a polycarbonate. The word elastomer is a combination of the words elastic and polymer. That's because it describes polymers that have elastic properties - like the one that forms the outer rim of your Grip case. The elastomer that we use is responsible for two critical properties of the Grip case: impact protection and grip. If you fell off of a rooftop, would you rather land on a hard plastic surface, or a rubber surface? If you value your life at all, you'd choose the rubber - its elastic properties would absorb much more force from the impact. Guess what rubber is? First one to answer "an elastomer" wins a prize! Next, imagine you’re a pervert, gently running your finger across every surface of a No. 2 Pencil. Which part of the pencil do you think would provide the most resistance to the tracing of your finger? If you guessed "the eraser," congratulations: you possess a basic understanding of coefficients of friction. Erasers are made of rubber. Rubber has a high coefficient of friction because of its elastic properties. The Grip case's elastomer isn't rubber - it's our own specially-formulated compound. It's still a useful comparison, as all elastomers share similar properties - provided they have the same degree of Shore Hardness. One person reading this is asking: “Shore Hardness?” The next section is their fault. A Beginner's Guide to Material Science The Shore Hardness scale gauges the hardness of various elastomers. It can be measured with a device called a durometer. You probably don't have one.
If you used an eraser with a high Shore Hardness, you'd find it wouldn't actually do much erasing. Now, what if you made a phone case out of an elastomer with a high Shore Hardness? It wouldn't offer much grip or impact protection. The Grip's outer rim is made from an elastomer with a low Shore Hardness. As a result, the material is grippy and impact-resistant, but much more malleable and thus more likely to deform. That's why we bond the elastomer to a polycarbonate skeleton. Polycarbonates don't require as much explanation as elastomers: they're a category of plastic. On your Grip case, the back plate is made of polycarbonate. The elastomer rim is bonded to the polycarbonate plate on all sides of the Grip, providing structural rigidity to the elastomer, fighting to keep it from deforming. At least, that's the idea. As we've all seen, it hasn't worked out that way. Bonding two distinct materials together is much more complicated than gluing them together. Instead, we rely on a thermal bonding process. Basically, that means we heat both of our polymers to a degree which would turn you from “rare” to “well done” in moments. This heat melts the polymers, which we then inject at a pressure which would turn you from “solid” to “paste” even faster. Once injected, these two materials get fused together along the seams. To further reinforce the bonds, we use a series of interlocking "teeth" to provide a greater surface area on which the bonding process can occur. Consider these teeth the mechanical bond, which exists to strengthen the thermal bond. Pictured: Bonding mechanic between the elastomer and polycarbonate. With that out of the way: why do Grips fall apart? The elastomer rim around the edge of the Grip case is naturally inclined to deform and stretch. The bonding mechanisms we described above are designed to keep that from happening, but it often isn’t strong enough. As soon as the bond fails at any point, it's only a matter of time until a total structural failure occurs. PART TWOHow Are We Stopping Grips From Falling Apart?Philosophically, there are two approaches to take:
We could follow all of these roads, find out exactly which factors are causing the bond to fail, then implement preventative measures to keep it from happening - but that would take a decade. We don't have that long. Much like you, we want this fixed yesterday. So, from the moment we received our first complaint about a Grip deforming around the buttons, we've been making structural, thermal, and mechanical improvements to the design and production process of the Grip case - some visible, some not. Every new phone release has brought a new iteration on the core Grip design, with each one reducing the failure rate, incrementally. We'll bring the receipts in the next chapter. For now, let's highlight the most noteworthy improvements. The Most Noteworthy Improvements The first signs of trouble were the buttons. Months before we'd received our first report of a Grip case de-bonding, we saw the first examples of buttons that had bent out of shape. Pictured: Button deformation. Why the buttons? Because you press down on them. The force from button actuation puts strain on the elastomer, causing displacement of the material in the surrounding area. Through a combination of time, repeated button actuations and the above-mentioned force, the case would permanently deform around the buttons. This concept is called the "compression set" of the elastomer - Google it. The solution to this problem was two-fold:
Pictured: Relief slits to improve button tactility and durability. Another early issue, pre-dating the first reports of total de-bonding, was a deformation of the elastomer along the bottom of the case - where the charging port and speakers are. Since we've covered the basics on how the interlock between the elastomer and the polycarbonate creates a bond, this is how the interlocking teeth along the top edge of the polycarbonate skeleton of the Grip used to look. Pictured: First-gen interlocking teeth on the top of the Grip. ...and here's the bottom of that very same Grip case. Pictured: First-gen interlocking teeth on the bottom of the Grip. Notice anything? Around the charging port, there is absolutely nothing keeping the elastomer in place. No teeth, no structural reinforcements... it's no coincidence that an overwhelming majority of early Grip deformations happened along the bottom. Since then, we’ve added a reinforced polycarbonate structure around the bottom of the Grip case. You'll see what that looks like in a bit. So, why didn't the launch portfolio of Grip cases have mechanical interlocks or a polycarbonate support structure along the bottom? The answer may or may not be complicated, depending on how much you know about plastic injection molding. We'll assume the worst and explain the concept of "undercut" to you with a ridiculous metaphor. The Ridiculous Metaphor Imagine you had a tube full of melted cheese. Next, imagine you emptied that entire tube into your mouth. Rather than swallowing the cheese, you decide to let it sit in your mouth and harden. Why are you doing this? We don't know. Let's just say you want a brick of cheese that's perfectly molded to the contours of your mouth - a very normal thing to want. So, your mouth is completely filled with cheese. It hardens. You reach into your mouth to remove the brick of cheese. As you're removing it, you encounter a problem: your teeth are in the way. This wasn't a problem when you were putting the cheese into your mouth, but that was because the cheese was melted and could flow around your teeth. Now that the cheese has hardened, this is no longer the case. In the world of plastic injection molding, this is an undercut. Our concern was that, by molding a structurally rigid piece of polycarbonate around the charging port and speaker holes, we'd find ourselves unable to remove the Grip Case from the mold once hardened. Imagine spending $30,000 on industrial tooling only to get a $30 phone case stuck inside of it. Once we saw Grip cases deforming along the bottom cutouts, we knew we'd need to find a way to remove the cheese from your mouth without breaking your teeth. To make a long story short: we did it. The cheese is out of your mouth, and you get to keep your teeth. Congratulations! Now, keep reading. On newer models of the Grip case, the result is a polycarbonate bridge extending around the bottom cutouts, adding both structural reinforcement and interlock mechanisms to promote mechanical bond, much like the ones which line the perimeter of the rest of the Grip case. Pictured: Newest-gen structural reinforcement on the bottom of the Grip. On the subject of structural reinforcements, this design revision was around the time we flanked the buttons with some fins, working in tandem with the heightened compression set and button relief slits, detailed above, to further guarantee that button actuation would have no impact on the overall durability of the Grip case. Pictured: Lack of button fins on the first-gen Grip. Pictured: Button fins on the newest-gen Grip. As an aside: Unrelated to the de-bonding issues, we've also made a number of smaller improvements to the Grip case with each new iteration. For instance, we chamfered the front lip of the case to make edge-swiping more pleasant and reduce dust accumulation along the rim. Those raised parallelogram shapes along the sides of your Grip case that create its distinctive handfeel? We made those way bigger for a better in-hand experience. In short: product development is a complex and multifaceted process. Each new iteration of the Grip case is better than the one that came before, and that applies to more than just failure rates. Speaking of failure rates: all of these improvements were in place by the time we launched iPhone 11-series Grip cases. The failure rate for these cases decreased exponentially... but didn't disappear entirely. The Even More Ridiculous Metaphor With these improvements, we achieved our desired outcome: the case was no longer deforming around the buttons or the charging port. Instead, the structure of the case began to fail literally anywhere else around the perimeter of the phone. Think of it this way… you’re a roof carpenter. The greatest roof carpenter of all time. Like the son of God, but if he was a carpenter. Unfortunately, you’ve been paired with the Donald Trump of wall-builders. You're tasked with building a house. You spend all of your time and energy perfecting your roofcraft. You've designed a roof that's so durable, it may as well have been made of Nokia 3310s. Nothing's getting through that bad boy. The wall guy? Instead of building that wall he said Mexico would pay for, he's been tweeting about the miraculous medicinal properties of bleach while a plague kills hundreds of thousands of Americans. The point here is that you can build the greatest roof of all time, but the walls need to be strong enough to match. To strengthen the Grip case's metaphorical walls, we needed to re-design the inside of the Grip case from scratch. More specifically, the mechanical interlock between the springy elastomer and rigid polycarbonate skeleton. We took every tooth at the bonding point between the two materials and made them as large as we possibly could. Then, we added more teeth. Pictured: Polycarbonate teeth on the newest-gen Grip. To jog your memory: this is how the teeth used to look... Pictured: Polycarbonate teeth on the first-gen Grip. If time proves that these changes aren’t enough, our engineers still have a number of ideas on how to improve the bond between the elastomer and polycarbonate. Will we ever need to implement those ideas? Again - that’s a question only time can answer. Each change might be the silver bullet that puts this problem to bed for good... but there's only one way to find out: it involves real-world testing and, with each iteration, months of careful observation. PART THREESo, Where Are We Now?Have the improvements we've made to the Grip case been successful? You bet. For the sake of comparison: we began shipping iPhone 11 series Grips on September 30th, 2019. Within six months of that date, we had received 52 reports of structural failures - a big improvement over the early days, but still not good enough. Fast forward two months. We began shipping Note 10 Plus Grip cases on November 21st, 2019. In the first six months of availability, we received exactly eight reports of Note 10 Plus Grips falling apart. Again, a major improvement over the iPhone series in the same stretch of time. If we'd launched the first Grip cases with a failure rate that low, we wouldn't be writing this post right now and you’d have nothing to read while pretending to do work. How about the Galaxy S20 series, which began shipping on February 10th, 2020? They're the most recent and improved set of SKUs we’ve made to date, leveraging everything we've learned and making further improvements over the Note 10 Plus. No reports so far. Same goes for the iPhone SE and OnePlus 8 series - these SKUs share all the improvements we've made to the underlying design of the Grip case thus far. Does that mean these numbers will hold forever? Who knows. That's the thing: every improvement we make, we need to wait several months to see how effective it's been. No amount of internal testing can replace the real-world data of shipping cases to hundreds of thousands of users across nearly 200 countries. We could always just throw in the towel, make the entire case out of rigid plastic, and call it a solved issue... but that would be the easy way out. The Grip case and its unique design properties can't reach their full potential unless we make incremental improvements - then wait and see how they pan out in the real world. All of which is to say: it's far too early to say the newest set of improvements have officially solved the problem. While the failure rate is still zero, we need to keep watching. We've made a ton of progress, but we're not going to rest until we've killed this issue for good - without sacrificing the unique properties that make the Grip case stand out in a sea of derivative hard plastic and TPU phone cases. That's probably enough to inspire confidence in someone who's on the fence about buying an S20 Ultra Grip, an iPhone SE Grip, or any Grip we release in the future. But what if you're one of the people who bought an older Grip model? "I'm One Of The People Who Bought An Older Grip Model!" We won't sugarcoat it. The failure rates for older Grip models is way higher than we deem acceptable. Why has it taken us this long to publicly address the issue, then? Easy: it's not as widespread as you might think. Some humans reading this might be looking at their iPhone X Grip, purchased in 2019 and still intact, wondering what all the fuss is about. That's an important consideration: most people who have functioning, still-bonded Grip cases aren't posting on /dbrand about how unbroken it is. The people who've had issues around total product failure are in the minority. We're not using the word "minority" as a get-out-of-jail-free card here. It's still a way larger number than we'd ever be comfortable with. We simply don't want our transparency and candor in writing this to be misinterpreted as an admission that every single Grip case we've made for older devices is going to fall apart. Statistically speaking, this is an issue for a minority of Grip owners. Our philosophy at first was that, while it was unfortunate and frustrating that Grip cases were falling apart, dramatic PR action wasn't necessary. Instead, we resolved to:
Where our strategy backfired was in the narrative that began to take root as Grip cases continued to fall apart. Look at it this way: the failure rate of older Grip case SKUs is anywhere between 1% and 20%, depending on how early we released the SKU. Since the improvements we've already made to the underlying design were rolled out incrementally with each new phone release, that number has been on a steady downward trend. For the purpose of this thought experiment, we'll go with the earliest, shittiest Grip cases - putting us at a long-term failure rate of 20%. So, 20% of customers for this device have a Grip case fall apart at some point in the product's lifespan. Every single one of those people writes in to our Customer Experience team about the issue. They all receive a replacement, free of charge. Since this replacement is identical to the first Grip case they'd received, it also has a 20% failure rate. We're now dealing with percentages of percentages. Stop panicking, we'll do the math for you: that means 4% of these hypothetical Grip owners will have a second Grip case fail on them in the long run. Four percent is a lot better than twenty… but it's also a lot of people who've been burned twice. These people are going to be extra vocal about how shitty the Grip case is. To be fair, they've got every right. So, we've got four groups of customers for this SKU:
Group B, having been burned before, reads about Group A's experience. They take it to mean their replacement will inevitably fail on them as well, and they'll one day get the dubious honor of joining Group A. Group C, despite not having had any issues yet, reads the experiences of Groups A and B. Then, a significant portion of this group begins to operate under the assumption that it's only a matter of time before their Grip falls apart as well. Group D reads all of the above and decides they don't have enough confidence in the Grip case to ever purchase one. A narrative begins to form that this hypothetical failure rate is close to 100%. Worse yet: people with newer phones, unaware that each new iteration of the Grip case has a dramatically reduced failure rate over the last, start to assume their case also has a 100% failure rate. That's where our original strategy - the one where we quietly improved the product in the background while offering replacements for defective units - backfired on us. This narrative only exists because we've continued to leverage existing stock with too high a failure rate, which, in hindsight, was like pouring gasoline on a gender reveal forest fire of disappointment and regret. This brings us to our next chapter. Mass Destruction At this point, you're probably aware that a number of Grip SKUs for older phones have been listed as "Sold Out" on our website, and haven't been restocked since. We stopped production on these cases because we knew they'd have all the same issues as the original production runs. See, it's not as simple as pushing a "make the Grip not fall apart" button at the factory - we'd need to redesign the case from scratch, implementing all of the design improvements we've made up to this point, then re-tool our existing machinery to produce this new version. We'll have more to say about re-tooling a bit later - for now, focus on the fact that some Grips have been listed as "Sold Out". If someone's Grip case falls apart while listed as "Sold Out", we don't have any replacements to send them. Instead, dbrand's Customer Experience team has been issuing refunds wherever possible, and store credit otherwise. Just in case you're wondering what we mean by "where possible": PayPal doesn't allow refunds on transactions that are more than six months old. Store credit, on the other hand, can be offered indefinitely. What we've come to realize is that we're never going to be able to escape this downward spiral until we rip the band-aid off and stop stocking these old, flawed SKUs. Today, we're ripping the bandaid off. As you're reading this, we're disposing of all of our old stock. All of the flawed Grip SKUs are now listed as "Sold Out". Head over to our Grip listing and take a look at what's available. Everything that you can currently buy is up to spec with the improvements we've made over the past year - meeting or exceeding the standard of quality set by the Galaxy S20 series, the iPhone SE, and the OnePlus 8 series. In some cases - take, for instance, the iPhone 11 series - this means we've already re-tooled our production lines to meet that quality benchmark. If a Grip case is listed on "Backorder", it means we've begun the process of re-tooling the SKU to match the improved quality standard you've spent the last five hours reading about. However, if a Grip case is now listed as "Sold Out", that means no more reshipments. If you own a sold out Grip case that hasn't fallen apart yet: that's great! Don't assume that your Grip is doomed to fail just because we devoted 5661 words to explaining why it might fall apart. You've still got better odds than you would at a casino. As always, if you run into any issues with your case, sold out or not, shoot an email to one of our Robots. They'll still take care of you - it just won't be with a replacement case… for now. Mass Production Remember when we said we'd talk more about re-tooling a bit later? That's right now. So, why are so many Grip models not being fixed? Why haven't we re-tooled these old SKUs with all of the quality improvements made to the case's build quality? It's a little complicated. Taking the improvements we've made to the most recent suite of Grip models and retroactively applying those changes to older SKUs isn't a simple task - it would require us to throw out our existing production tools and create new ones, from scratch. Suffice it to say that doing so is a wildly expensive endeavor. To recoup that cost, we'd need to produce more Grips than we're likely to ever sell for aging, irrelevant hardware. Let's use the Pixel 3 as an example. If we replaced every single de-bonded Pixel 3 Grip, that would account for about 3% of the MOQ (Minimum Order Quantity) on a re-tooled Pixel 3 Grip case. Now we're sitting on 97% of that MOQ as overstock. Pixel 3 owners have had their phone for nearly two years now. If they want a phone case, they already have one. They're not looking for new Pixel 3 cases, they're getting ready to buy a new phone. Simply put, it’s no longer a viable market. Now, say the Pixel 3 was a significantly more popular phone - enough that we'd be shipping out, say, 50% of the MOQ as replacements on day one. Now, that's a lot more tempting to us - we'd still lose boatloads of money, but at least it would go towards some consumer goodwill. To figure out how much money we'd lose on re-tooling, we gave our bean-counting Robots a giant jar of beans and told them to get to work. They emerged three days later. When asked how many beans were in the jar, they gave us a blank stare. When asked if it was possible to re-tool any of our production lines for old Grip SKUs without losing obscene amounts of money, they said: "Absolutely not." Still, we're no strangers to throwing away obscene amounts of money to make the internet happy. Remember Amazon gift cards? Those were the days. The only question that remains is "How much money are we willing to set on fire?" We can't tell you yet. Why? Because we're currently running a detailed cost-benefit analysis on the subject of re-tooling old production lines, on a SKU-by-SKU basis. That's business talk for "the bean-counting Robots have been given more beans to count." The objective is to determine the viability of producing new-and-improved Grip stock for older phones: how many units would be tied up in replacements for that model, how many we could reasonably expect to sell to new customers, and how much overstock would be left from the MOQ. From there, we can determine what the financial impact of re-tooling would be and make the final decision on how much cash we're dumping into the ocean somewhere off the coast of the Seychelles. We'll have our results by early next week. These re-tooled models, if produced, would feature every improvement we’ve made thus far to the Grip case line, plus a few that have yet to be released. Remember how the S20s, the iPhone SE and the OnePlus 8s haven't had any reported failures yet? Picture that, but for the phone you've got. If we go ahead with re-tooling production lines for your phone, a few things will happen:
Take Our Survey This is it: your chance to have some say in how much money we set on fire as a goodwill exercise for this whole R&D clusterfuck. Those simulations we're running? They'll be great for telling us how much money we're going to lose on each Grip SKU, but it won't tell us anything about how much money our customers want us to lose on each Grip SKU. To that end, we've prepared a survey for people who have purchased a Grip case. We'll be taking your feedback into consideration during our decision-making process. We have only one request: don't be a jackass. Answer the questions honestly. Click here to take the survey. In Closing... We're sharing a special moment right now. We're all seeing a light at the end of the tunnel. For us, that light is "we're almost done with a year-long R&D effort to stop the Grip case from falling apart." For you, the light is "the end of a 5661-word marathon of a Reddit post." We just want to take a minute to recognize that we couldn't have gotten this far without your collective support. At any point in the past year, we might have pulled the plug on the Grip project entirely if we'd reached a critical mass of negative sentiment from our customers. Instead, we've got an army of devotees who have no problem paying us for the privilege of being our guinea pigs. Product development isn't a one-and-done process. It's easy to forget, but our skins weren't always to the world-class, record-setting, Michael-Jordan-in-his-prime standard you expect from us today. If you happen to have an iPhone 4 skin lying around, apply it and let us know how it goes. You'll immediately appreciate how many process improvements we've made. We weren’t born as the greatest skin manufacturer in history. We got there through a process of methodical improvement. Each jump in quality was driven by a bottomless well of user feedback, sourced from millions upon millions of customers. That, and the competition was comically inept. It's the same story for the Grip case. Your continued support has enabled us to make huge strides in developing a product that's on the cusp of blowing everyone else out of the water. We're going to keep working until it gets there. TL;DR VERSIONPlease note that by reading this tl;dr, you’re missing out on several outlandish metaphors, including classics such as:
WHY DOES THE GRIP FALL APART?
WHAT HAVE YOU DONE TO FIX IT?
HOW ABOUT THE GRIPS YOU'VE ALREADY SOLD?
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