Our ability to detect a missing kerning pair on a page would be of no use to the preservation of the human species. We draw circles that aren\u2019t perfect (so they look right)<\/em> and make them bigger than the squares right next to them (so they look aligned)<\/em>. What superpower is this? And this is not a contemporary issue, resulting from the hyper-specialization of professions. When the Romans carved their letters on top of buildings, they took care to make the letters on the top rows slightly larger than those on the bottom. Looking from the ground up, the top lines are a little further away from our eyes, and for them to appear the same size, they need to be a little bigger. And they did it all by carving into stones, without Ctrl + Z. It must be important.<\/p>\n\n\n\n Our designer Ana Laydner told us, frustrated, that she couldn\u2019t tell her seamstress that the pants pocket wasn\u2019t straight as it should have been. \u201cI couldn\u2019t complain because it was so little. Other people don\u2019t understand this, but that pocket is a little off, I\u2019m sure it is!\u201d, she says, resigned, receiving empathy from all of us.<\/p>\n\n\n\n Still in the area of sewing, do you know how to differentiate an expensive suit from a cheap one? Is the corner of the sleeve a little rounded? Does the texture of the buttons vary slightly or is it identical? How is the buttonhole finish? Yes, how is the finishing of where buttons pass through? Until the end of the 18th century, clothes were full of flashy adornments and men even wore wigs to show off their social status. With the French Revolution, it began to look bad to be associated with the court and royalty, so Beau Brummel popularized a simplified style that gave rise to the suit. The rich could recognize themselves by the subtle details of their clothes, without attracting the attention of others.<\/p>\n\n\n\n A study\u00b9 has shown that the price of Mercedez-Benz cars increases inversely with the brand\u2019s size displayed on the hood. Precisely, its customers pay $5,000 more for every centimeter less of the brand appearing. There is a similar effect with luxury handbags.<\/p>\n\n\n\n I want to believe there is more value in the details than the thinly veiled competition that some are more fortunate than others. When we are pondering over a letterform for hours, there\u2019s a level of refinement that\u2019s only possible with hyper focus and time. There is no shortcut. We invest our lifetime there.<\/p>\n\n\n\n