Today, I can barely tell anyone apart. Many of the Substacks I follow use these big, figurative words that don’t really make sense in an attempt to go viral, which on this platform means getting subscribers and notes and comments. It’s like there’s this internet language that “works” for engagement (literal language, but also sense of style, and a ... See more

We live in an era where personal style is increasingly indistinguishable from brand strategy. The aesthetic codes that once belonged to subcultures, regions, or craftspeople have been flattened into algorithms—optimized for compatibility, trend velocity, and frictionless aspiration. When everything looks good, originality becomes the only risk left... See more

So, there you have it. The interiors of our homes, coffee shops and restaurants all look the same. The buildings where we live and work all look the same. The cars we drive, their colours and their logos all look the same. The way we look and the way we dress all looks the same. Our movies, books and video games all look the same. And the brands we

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