SWAGpilled
IT'S A SWAG SUMMER
Today we have: Thoughts on Justin Bieber’s new album, food is too salty now, brand announcement videos you need to see, proteinmaxxing via fish filets + more.
He was supposed to be crashing out. Maybe he still is. Who isn’t these days?
There were only two options for a 2025 Justin Bieber album named SWAG: the worst project ever made, or a shockingly good statement album casting him in a new light. Call it divine intervention that we got the latter.
SWAG is the sound of those AI videos of ‘80s Wall Street offices but in a good way. It’s Bon Iver singing in the rain wearing all white with seafoam SKYLRK slides. It’s Sob Rock for Gen Z. It’s Sexyy Red turning “Can You Stand the Rain” to the coochie shop. It’s enough to make me want to join Hillsong.
There are no songs of the summer anymore. Everyone has their own personal song of the summer, but SWAG is full of contenders. “ALL I CAN TAKE.” “WAY IT IS.” “FIRST PLACE.” If, like me, you’re a relatively new parent who once had a 6 Kiss CD in his car, there’s “DADZ LOVE.” Life is great.
America loves a comeback story. With his back up against the wall and the world wondering when he was going to have a psychotic breakdown outside of San Vicente Bungalows, Justin Bieber delivered his opus. He’s cool now. He answers to no one except God, family and a gravity bong. He’s an auteur, free from the shackles of proper label-driven promotion. Clipse showed us what an album rollout could do. Bieber showed us it doesn’t really matter matter.
Thank you to Dijon, Mk.gee, Lil B and Druski, the SWAG muses who deserve all the praise this album will bring. But only Justin could bring swag back like this.
What’s going on?
Everyone is on Substack now. The Infatuation. Balenciaga. BRICK. If you’re a magazine still relying on web traffic in 2025 it seems like a no-brainer to exist here. I’m not as convinced for fashion brands, but I’m mentally prepping for a feed one year from now that’s basically just 2016 Twitter.
Big Teflon doesn’t want you to know about Steel Pan Guy. He cooks on the low end of medium high. He uses the world’s highest smoke point oil. He’s Canadian. And he’s churning out some of the best food content right now.
After 7 years, All Caps Studio is shutting down. Saeed Ferguson has built his brand via radical transparency, and this announcement was no different. Sometimes growth means killing off a part of yourself. I love the honesty here and I’m excited to see what he does next.
Buy your Upstate NY house now. Air Mail likens the excess of upscale hotel and restaurant openings across and beyond the Catskills to a new Napa Valley for the East Coast. It’s a good time to be a boutique hotel near Stissing House.
David’s newest protein bar: cod filets.
In April, I asked if you should be taking creatine. Soon, you can enjoy creatine cereal. It’s called Man Cereal and it sounds insane but is probably just the way everything will be soon. Yes, it is also high-protein.
Manresa announced it’s making its clothes in the U.S. now. Another brand announcement video must-watch about not only what that means but bigger ideas like identity and fulfillment. I own a good amount of Manresa and will gladly pay more for production in New England, even if I was too late to cop the new baggies.
Want to be a writer? Better be able to talk on camera too.
Radio Bakery has a new turkey sandwich. Roasted turkey with tarragon dressing, sharp cheddar and watercress.
Would you invite all your friends to your honeymoon?
“Anyone eating a nice dinner in this town is likely eating an entire day’s worth of sodium in one sitting (or, occasionally, in one course).” Is restaurant food too salty? We are in the age of “Maximum Flavor” and there’s really no way to avoid it if you’re eating out. Some of the worst offenders: meat, potatoes, green beans, Brussels sprouts.
SSENSE did an A-Z guide to modern perfume culture.
Work-life balance is over. It had a good run tbh.
Goodbye:
