From business inside or in stitcher, this is household name.

Brands you know, stories you don't, time to amp up, cough.

Let's talk about the Kroy, Canada Goose, and Carhartt for a minute.

All of these brands have humble beginnings.

They all began as kind of unassuming products.

They also served warm winter coats, practical outerwear, and these products haven't changed much over the years.

But they all have something else in common too.

Somehow, they became cool.

People Instagram their La Kroy cans, Canada Goose Coats are status symbols.

Carhartt is worn by electricians and rappers.

So we wanted to know why.

Today, three stories of unexpected coolness.

Stay with us.

I remember it was sometime around 2015.

I was in the office and somebody said, hey, do you want to get a La Kroy?

And I remember thinking, why is there a salsa brand that has so much caches that somebody will actually use the name?

There's so many brands that make salsa.

We don't really think of them.

And yet this one brand has become something of a cultural phenomenon.

And so with us right now is Claire Ty.

And she's going to explain how this happened.

Hey, Claire.

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