These days the word triggers thoughts of “has beens” desperately trying to get noticed by the next generation. We see it play out all the time - paranoid celebrities tipping off the paparazzi to make sure we all know they’re still fabulous (and on vacation in Tulum). Or in the reverse - products that died, gaining back relevancy and finding new influence (dust off your Levi’s 505’s - they’re baaaack.)...