Their agency helped launch over 50 startups — creating nearly $15 billion in market value. Now, follow along as they build a direct-to-consumer business of their own.

About Breaking Brand

Breaking Brand is a Buffer podcast series that takes you behind-the-scenes with the Pattern Brands founding team as it embarks on a remarkable journey to build a direct-to-consumer business and launch its first brand to market.

Prior to starting Pattern Brands, its founding team ran an incredibly successful brand and marketing agency called Gin Lane, helping brands like Harry's, Sweetgreen, Smile Direct Club launch to market.


Episode 1

Gin Lane

With their agency at the forefront of its industry, success wasn’t quite what it seemed.

Duration: 23:09

Episode 2

The Major Leagues

Rediscovering the joy in everyday moments pulls the team towards a new mission.

Duration: 25:51

Episode 3

Enjoy Daily Life

Slow down. Pause. Step Back. The road to launch isn’t always straight.

Duration: 22:21

Episode 4

Equal Parts

Inspiration doesn’t always come from obvious places. Can 70’s jazz music encourage a culinary revolution?

Duration: 18:35

Episode 5

Next Up

After launching its first brand to market, the team reflects on the journey and what’s next for Pattern.

Duration: 22:21

Thanks for listening!

All episodes in season 1 are now available.


Emmett Shine

Creative Director & Co-founder of Pattern Brands

Camille Baldwin

VP Brand & Founding Team of Pattern Brands

Nick Ling

CEO & Co-founder of Pattern Brands

Erin Griffith

New York Times journalist, reporting on technology start-ups and venture capital

Nik Sharma

Direct-consumer strategist and marketer

Tyler Sgro

General Manager of Equal Parts

Richie Siegel

Loose Threads Founder & CEO

Max Miller

Audio engineer and producer based in New York City

Sandra Ferrari

Head of Production at Message Heard

Jake Warren

Founder and CEO of Message Heard

Emily Whalley

Marketing and communications at Message Heard

Ash Read

Editorial and content at Buffer