"Despite its name, Online Ceramics does not, in fact, sell clay objects. The name is a red herring of sorts, creating an “if you know, you know” status for the brand from the jump."

"But the Grateful Dead’s look gave them a visual template that they could riff off and build on — something recognizable to Dead aficionados and something that was so thoroughly well-known that it would be familiar to those who only had cursory knowledge of the band."