The Simplest Principle

Reengineering the consumer process for frequent usage and environmental sustainability

My one and only six years old Hiut Denim selvedge jeans, repaired twice and aged beautifully. Quality never goes out of style. Photo: Per Håkansson.

Seeking to live a life of simplicity and fewer better things is very similar to playing poker in Las Vegas: the house is always stacked against you. Everything in life seems to be designed for more of everything – not less – from oversized shopping carts to refrigerators, cars, closets, and travel luggage. The bigger the space, the more stuff will fit and the more stuff we can buy and store.