In case you missed it, we're (re)launching our JOURNAL next week – a printed annual packed with all-new, original features across 100 pages.

First launched in 2010 and updated in 2014, we’re practicing what we preach with Vol. 3. Inside you’ll find a year of SEEDs decoded, group chats on culture’s weird twists and the signals shaping what’s coming next – from peak social media to yearning, liminality and the strange little things that make 2026 feel… 2026. We’ve got it all covered and if you're in London next week, come to the launch. Protein JOURNAL will be free to MEMBERS and available to buy in the STORE for £15.

SEEDS (17 to catch up on 😮‍💨)

Notes On Resale
How resale platforms are shaping the way we shop and show up in the world.
Protein XYZJoanna Lowry
Ambiguity Maxxing
In a world obsessed with likes and followers, people are increasingly choosing mystery – keeping secrets and making you work to get them.
Protein XYZSophia Epstein
Sex And The Internet
In her new performance and book, Mindy Seu uncovers the overlooked histories shaping our digital lives.
Protein XYZKesia Inkersole
The Detail Deficit
Pushing back against a culture addicted to efficiency and intent on flattening our senses.
Protein XYZLetty Cole
The Pre-Viral Economy
From brand buzz to micro-aesthetics, Polymarket transforms collective intuition into predicting the signals of tomorrow.
Protein XYZProtein
Stillness Mode
A quiet tactic for brands looking to leave a mark, not just make a moment.
Protein XYZLaura Vent
Have We Reached Peak Merch?
If you missed our FORUM last week, here are the highlights and recording.
Protein XYZProtein
Centreless Culture
With no fixed point of reference, meaning spreads fast and splinters even faster, creating a network of micro-scenes.
Protein XYZRina Nicolae
Brand Britain Evolved
Featuring Martin Parr, Protect, Burberry, Ffern and Jim Legxacy.
Protein XYZProtein
2025 Reflections
The ideas that travelled furthest, resonated the deepest and created the most impact.
Protein XYZProtein
Let Me Explain
A short theory of why everyone’s explaining everything online now.
Protein XYZNatalie Podaima
What Makes a Good Collab?
Or how the boring, captivating, strategic and unhinged collide.
Protein XYZProtein
Dystopia Bait
The future looks bad on purpose – with brands increasingly turning worst-case futures into launch strategy and marketing fuel.
Protein XYZSophia Epstein
Built By Accident
A look at skateparks, DIY spaces and brand-funded hubs that thrive not through polish or permission, but through collective authorship.
Protein XYZCharles Weak
Reset To Real
Analogue is becoming a form of resistance, but when disconnection becomes a status symbol, who actually gets to log off?
Protein XYZVictória Oliveira
Regular Maxxing
On feeling special without being exceptional.
Protein XYZAlice Jasmine Crippa
Culture Isn’t Coded
An interview with Matt Klein about his (very) manual analysis of 70+ global trend forecasts – and the patterns machines can’t see.
Protein XYZProtein

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SEED CLUB is our decentralised research community where 400+ handpicked strategists, journalists, and cultural curators sow and grow all the SEEDS every day - identifying, analysing and explaining signals in culture. As a contributor you also have the opportunity to collaborate with Protein AGENCY on client projects as well as connect and learn from an incredibly diverse, smart and entertaining group of humans.

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