Unlabel

Marc Ecko, who started Ecko Unltd in his parents' garage, sets out what he calls the Authenticity Formula for building a brand or business. He traces his path from a misfit kid airbrushing T-shirts to the creator of Ecko Unltd and Complex Media, including the bruising mistakes along the way. Ecko treats a brand as having an anatomy built around an authentic spine, and argues that merging an artist's instincts with business savvy is not enough. Topics include overcoming fear to find a voice, keeping promises, why failure matters, how a product makes people feel, and when nostalgia blocks a view of the future. It is designed as a visual blueprint.

George Lucas endorsed it, praising Ecko as fearless and crediting him with a brand rooted in art and pop culture rather than nostalgia.