Twine Theory Threads is a Madison-based, fair trade clothing company founded by long-time Madison residents, Jake Fleischman and Justin Thompson. Twine Theory Threads is related to personal experience, social interaction, and scientific theory. The name originated from the idea of string theory, which describes how all matter is made from the same basic units. Twine Theory Threads suggests that ev
erybody is related in that they’re made from the same “things.” Beyond scientific theory, people are related through their social interactions with each other. Twine Theory Threads is focused on looking at the factors that create and influence social interaction. Each person’s background, ranging from romance to power to money, creates that individual’s ideologies, which reside deep in their unconscious. In simpler terms, every experience that an individual encounters has an effect on future social interactions. The word “Twine” originated from Fleischman’s background with his group of friends from high school. In this group, to “twine” something meant to do something extremely well, to finesse something. His past experiences created the idea for this company, which is exemplified by the company’s logo. The logo is a continuous knot that originates from quantum mechanics, furthering the idea of using science to interpret social interaction. The continuity of the knot represents how certain aspects of social interaction have continued since the first humans inhabited the earth. Many historic elements that were thought to be over are reoccurring in today’s modern world, including issues of race, power, and social standing. Twine Theory Threads looks to use its brand to explore these social issues and illustrate the deep-rooted precursors of modern-day society.
