Those stories matter and so when you’re, if I was a young designer I would get everybody in the room and say what is the story that we’re telling and not in a hey who buys our clothes way but truly I’m, if I’m Peter Doe where does my work come from? Why does it come from there? What mythos is that attached to?

Another way of looking at this, there’s a couple different ways.

• What’s the big ideal is what Ogilvy said about it years ago.
• My version of it is what revolution are you tied to?

Apple was tied to a revolution in electronics that were cool, beautiful, exciting to display in your home, and, directly tied to your personality, not just tools on your desk.

Chanel is tied to a revolution of what it means to be a woman. A certain way of clothing yourself, a certain way of dressing, a certain class of which you carry yourself, and, if you’re familiar with the Coco Chanel story, a certain way of… picking yourself up by the… whatever the saying is, by the straps of your boots or whatever the fuck it is, and making yourself into something, even though you were actually just a poor girl born in a convent, in a convent but you say that you grew up on a rich estate. These stand for big changes, big shifts.