The same thing happened with minimalism and companies like Apple and Blue Bottle. They absolutely nailed it. But then came the copycats. They looked at the tree above the surface, but forgot about the root structure. They copied the surface, and what underpinned the original began to disappear. This created a poor imitation of minimalism, which is... See more

We think of aesthetics as superficial, but style is an external expression of a culture’s inner spirit.