"Music is the only thing in this world, with the exception of sneezing and looking at the sunset, that takes you to a place that's above the mundane. Everything else is just bullshit."

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The It Bag is a totally marketed bullshit crap. You make a bag, you put all the components in it that you think could work, you send it out to a couple of celebrities, you get the paparazzi to shoot just when they walk out of their house. You sell that to the cheap tabloids, and you say in a magazine that there's a waiting list. And you run an ad campaign at the same time. I don't believe that's how you make something that's lasting - that becomes iconic as a design.

— Tomas Maier