There’s a very distinct difference between a really wonderful DIY label and a soft drink company, or a car company, or a clothing brand, and you will always understand that difference.
You can’t always just put color filters in 80s aerobic videos or take stuff from public-access and look at it in this very ironic, self-conscious way. That only takes you so far.
I think the Internet has a way of coaching you into this state of mind where you think that every step you make needs to completely supersede the last.
You start reverting back to that state of mind where you’re having conversations with yourself, and that’s where the weirdest and most honest ideas come from.
