"Supply Co.'s"

What is a supply company, exactly, and why are there so many of them? Not ACTUAL supply companies but "supply co.s", like Diamond Suppy Co., Need Supply Co., Story Supply Co., Herschel Supply Co., or Berkshire Supply Co.

Granted, there are many, many actual supply companies with varying supplies, typically acting as local or regional distributors of highly specialized or industry-specific goods and equipment. But, when it comes to modern apparel companies, there are a handful of companies arising that call themselves supply co.'s simply to piggyback on the branding made popular by the likes of Herschel Supply. Herschel were early movers on the throwback rucksack/backpack trend that reignited in 2009 when they were founded. Diamond Supply Co. is a popular skateboard and streetwear brand from California founded in 1998. Story Supply Co. is a writing apparatus supplier. Ministry of Supply is a clothing company started by a couple of MIT grads. 

Given the ubiquity of supply companies, there's nothing wrong with starting another supply company. If you are supplying supplies, then you can reasonably say you're a supply co. But given the ubiquity of supply co.'s, why would one settle for less-than-creative branding and name oneself "XYZ Supply Co."? Perhaps a grievous offense of this branding and lack of creativity is (was?) Berkshire Supply Co., a kickstarter company based in Berkshire Massachusetts with about as basic and hipster branding and products as one could possibly imagine. Beanies, 5-panel hats, and t-shirts, all printed and stitched with the overused aesthetic, photography and vintage cameras to boot.

Perhaps the moral of this post is another cry for creativity in branding, aesthetics, and design among manufacturing and, hate to say it again, supply companies.

Think about where you're from and what inspired you. If you were inspired by another supply company, think about what makes you unique before launching. If your company site and apparel could have another company's logo on it and no-one would know the difference, perhaps more branding consideration is required.