Part legit store and part social experiment, Brandless is a new label that offers everyday items like hand soap, potato chips, and coffee mugs, all for a flat fee of $3. The products are devoid of branding—unless you consider the lack of branding a bit of branding, which we’d say is pretty fair critique, especially when you consider Brandless trademarked the blank, white rectangle they use in lieu of a flashy logo. Regardless, with $50 million raised, there are those who fully believe in the concept. Each $3 item is labeled with the the product’s name and its values, meaning you’ll find something that reads “Maple Syrup. Organic. 100% pure. Amber color. Rich taste.” We can’t see this grand experiment revealing anything about our loyalty to brand names, but we can say that $3 olive oil isn’t a bad deal!