Why this startup is on a mission to design the perfect sneaker

Atoms offers a welcome alternative to the frequent product drop model that fast fashion was built on—but scaling hasn’t been easy

When Apple debuted the iPhone in 2007, the phone had no 3G, and only 8GBs worth of storage. One year later, it doubled its storage and added GPS. One year after that, it swapped in a faster processor and an improved camera. The point is, the iPhone grew incrementally, a few upgrades at a time.

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Originally published on Fast Company : Original article

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