Once, even the simple metal needle challenged the conventional thinking of a time.

We all use something - you can't drill holes with your fingers. Whether it's a knife, a needle, or a machine, we all need the help of a device.

Our goal is simple objects, objects that you can't imagine any other way.

It's easy to think that craft can't change but important to remember that all craft process was at some point new, at some point challenged convention - not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.