Scrolling through the Instagram feed of Overdrive and seeing videos showcasing BMX and skateboard tricks, pranks, and nightlife events, you might think the brand is selling something extreme. But the company—launching today from Brian Bordainick, cofounder of Starface pimple patches, Julie emergency contraceptive, and Futurewise skincare—isn’t quite what it seems. The loud, all-caps wordmark on a neon-orange background and its camo-print trucker hats are all in service to its debut...

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