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  • 05.06.08

We’ll miss you nau

Forward thinking, progressive design, fully committed to balancing environmental issues and sustainability with business objectives — all of these could have been used to describe nau. I don’t get it. Great ideas are always supposed to prevail. Their stores were revolutionary, their online experience was beautiful (if a bit clunky to shop but I’m hyper-critical in this area) and their product delivered. It was lead by savvy, former execs from companies like Patagonia and Nike. What went wrong?

Forward thinking, progressive design, fully committed to balancing
environmental issues and sustainability with business objectives — all
of these could have been used to describe nau.

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I don’t get it. Great ideas are always supposed to prevail.

Their
stores were revolutionary, their online experience was beautiful (if a
bit clunky to shop but I’m hyper-critical in this area) and their
product delivered. It was lead by savvy, former execs from companies
like Patagonia and Nike.

What went wrong?

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