More beauty and craft,

less factory line

More weird and rebellious,

less safe and derivative

More really hard inspired work,

less status games

More authentic expression of self,

less patagonia vest

In the Who Cares Era, the most radical thing you can do is care.

In a moment where machines churn out mediocrity, make something yourself. Make it imperfect. Make it rough. Just make it.

Stand for something that’s all your own. Help us find unexpected things and think unexpected thoughts. Don’t create for the algorithm (as tempting as it is to try and give it what it seems to want, to help your brand gain visibility). Don’t drift to the middle in search of eyeballs. Think bigger, more long-term, more societal-level, even. Do things... See more