Anton Urschumzew, the founder of the fashion startup Glazomer, is redefining marketing strategies by openly insulting customers and drastically increasing prices during Black Friday sales. Instead of offering discounts like most companies, Glazomer charges higher prices for its products, showcasing a unique form of advertising that promotes 'anti-marketing.' On Black Friday, while other retailers slash their prices, Urschumzew haphazardly films a video at 2 AM, oblivious to the typical sales-driven frenzy and instead jokingly doubles the prices of his bracelets and wallets.

This ironic strategy has caught the attention of potential customers who are intrigued by Glazomer's contrasting approach to consumerism. By disparaging the concept of massive discounts and encouraging consumers to be critical of the shopping culture, Urschumzew’s brand not only gains visibility but also stems from a foundation of 'brutal honesty.' This innovative stance has sparked discussions about the dynamics of marketing in a saturated market where traditional strategies are often overused and predictable.

Glazomer’s success illustrates a growing trend where brands break free from conventional advertising molds, suggesting that consumers may be looking for authenticity over typical promotional deals. By engaging with customers in such a direct and unconventional manner, Glazomer is reshaping perceptions of value and honesty in the fashion industry, which may inspire other startups to consider alternative marketing tactics that prioritize originality and customer dialogue over traditional discounting methods.