Product Consistency May Not Always Be The Goal

A brand is about its humanity. Institutions do indeed think, but they are increasingly understood as dehumanizing. We don’t celebrate the factory the way with did at the height of modernism. There is a return to an almost romanticized understanding of product and producer as part of a shared life. If we don’t celebrate the people who have infused their identities with their output, then we at least envy them. Increasingly, brands need to understand that mass production and no real sense of uniqueness is a thing to be discouraged rather than embraced. This is a beautiful example:


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