Ever feel like the stuff you own ends up owning you, instead? Ben Davis, the founder of JoinLess, can empathize. As the brains behind the “world’s first open source brand,” Davis wants to create a new symbol-led movement, like the (RED) campaign, “but better,” he tells Ecouterre. Unlike other brands, which get litigious over the unauthorized use of their logos, JoinLess wants you to slap its trademark “(<)” on anything—and everything—to remind you that less is more. We sat down with the man himself to learn more about his anti-brand, what it stands for, and why it’s poised to become the peace sign for a new generation.
