Week 50, 2020:

Brands spotted

This week, we've seen luxury spice racks, unisex fragrances and cookie dough that can safely be eaten raw.

We also spotted one brand that made us ask: Have we reached peak direct-to-consumer? Fishwife, a brand that's selling tinned tuna direct to our doors for $5 a can (compared to $1 for a can of not-so-luxe Bumble Bee tuna), is a delightful, slightly-ridiculous-but-self-aware addition to the internet-brand landscape. Speaking to Refinery29 about its launch, the brand's founder Caroline Goldfarb explained that "tinned fish should be cool, tinned fish is sexy, tinned fish deserves to go viral". There are currently 500 "tinned fish-heads", as Caroline calls them, on the Fishwife waiting list.

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