TRUTH IN MATERIAL(S)
In design, “truth in materials” is a foundational idea. Use materials honestly. Don’t fake what something is. For me, that extends beyond product. It’s a way of working.
When I was a teen, I listened to Public Enemy. A lot. It wasn’t about political agreement. It was about conviction. The music was direct, unapologetic, and real. I didn’t agree with everything they stood for, but I respected it because it was honest.
Years later, Chuck D walked on stage at the Rock & Roll Hall of Fame wearing an ICON Brigand vest. There was no collaboration. No placement. No strategy. Just product, out in the world, being used.
That’s the goal. Build something honest enough that it connects beyond your intended audience. Not because it was marketed well, but because it was made with intent.
Truth in material(s) is alignment. Product, message, and point of view all saying the same thing. When that happens, the work carries.