The New York Times: Consumed: Sole Mate

Josh Rubin, a blogger and designer based in New York, maintains a Web site he calls Cool Hunting, a regularly updated catalog of things (sneakers, gadgets, household products, etc.) that he finds interesting or inspiring. Not long ago he posted an item about Medium Footwear, a small shoe company founded by designers and ''targeting Cultural Creatives — a class of people who are responsible for designing and communicating many of the products and services you use today.'' Rubin confessed that he had actually been hip to Medium for about eight months but had held off telling his Web audience because he ''wanted them to be my own little secret.''
by Rob Walker

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