"I think brands should go back to being more specialised and focused on particular market segments. Sometimes the business you don’t do is more important than that which you actually do."

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Two main groups like to drop the readymade bomb—galleries and art historians. Galleries love to drop the Duchamp brand because dealers can try to convince clients of an artist’s worth just by mentioning the mouthwatering response readymade. Most Art Historians aren’t interested in what artists are making in Bushwick studios, most of whom rarely wake up with Duchamp on the brain.

— Paddy Johnson