About

Hello! I’m Emmett, co-founder and creative director of Pattern Brands and Gin Lane. I’ve helped launch & grow brands like Harry’s, Sweetgreen, Warby Parker, Hims, Stadium Goods, Smile Direct Club, Care/Of, Recess, Dia & Co., Haus, Taika, and Geneva. I’ve brought over 75 brands to market, creating $15b+ worth of brand value, been apart of 6 exits, and raised over $100M. I’m also on the founding team of JAJA Tequila, Fallen Grape Wine, and RMX.Party. I love talking with entrepreneurs, creatives, and dreamers. I look forward to helping bring your vision and brand to life~

Links from Emmett

DTC Design: Premium Mediocre, Domestic Cozy, & More

Emmett Shine, Founder and Executive Creative Director of Pattern (fka Gin Lane), spoke at Design Driven NYC by FirstMark in February 2020. He shared a brief design history of Gin Lane and Pattern, his personal design philosophy tips and insights, where he sees design going, the rise of premium mediocre and domestic cozy, and much more. Emmett's full deck is linked here to peruse at your own pace: https://fmc.vc/2T5fw0i

Harvard Business School Case Study: Pattern

In July 2021, Harvard Business School released a case study on Pattern Brands transformation out of Gin Lane, almost a year in the works. They since updated it in 2021, and have invited myself and my two founders to speak on campus to their students each semester since then.

The Company That Branded Your Millennial Life Is Pivoting To Burnout

"When the marketing team behind brands like Sweetgreen and Everlane found themselves burning out, they shifted their business focus to doing something about it." - by Anne Helen Petersen

4.9

Benson S

He emphasized the importance of community and was able to identify specific strategies and tactics for us at D2C Design that we are going to implement which I know is going to take us to the next level. Missing pieces of the puzzle that I was looking for. Most importantly he also reminded me of the law of reciprocity and how when one focuses on giving value without expecting anything in return - things in life and the universe tend to work out. I'm grateful for the opportunity to learn from Emmett, someone whom I've respected for many years building amazing brands that we all know and love (sweetgreen, Harry's, Inc., hims & hers, quip., Everlane, Warby Parker) and just crushing it on his personal life and philosophy. His guidance has truly inspired me. Thank you, Emmett, for being an awesome human being and for all the value you provide!

Alex L

It's amazing how much value I received in just 30 minutes with Emmett. He spoke from his wealth of experience and gave me actionable advice and next steps that were specific to me. You could tell that he genuinely cares about guiding people towards success and wasn't holding back any information. Can't wait to schedule another session.

Courtney M

Emmett provided great insight into the future of ecommerce and AI. We had a candid conversation about running a business and the pivotal moments that shape how an individual will make future decisions and manages a team of creatives and digital marketers. It was an inspirational meeting for all involved.

Chloe

Really loved chatting with Emmett. He was knowledgable while being personable, super easy to talk to and full of insights. I felt directly inspired by Emmett's anecdotes and pieces of advice, and left the conversation feeling super excited about moves I want to make.

Troy Kreiner

Emmett is really generous with his time. He is also super insightful and is willing to share his history of success with trial and error. Highly recommend speaking with him if you are small business owner in a leadership role within a design studio. Thanks Emmett!