Written to “The Test of Time” by Brite Futures
Novelty, niche, snobs and unnecessary. I hear these words and my first instinct is to cringe. I know where they are going, what they are saying. At moments, I’ve agreed. Why film? Why handmade? Why a printing press? Why type? Why mail? Why purposefully choose to be a part of things that limit us. Film is most times digitally scanned anyway. The box, the satchel, the paper are going to end up in the same place either way, the printers are so much faster and cleaner…..You are just being novel..hipsters…
So, so, so……sigh…….no.
In this world, in this moment, in this place we are constantly being shuffled aimlessly into processes, into things, that mean nothing to us. We can make a career out of things we don’t understand and have relationships with people that we never know. These limitations force us to be purposeful. To know what we are doing and why we are doing it. To sacrifice purposefully, not to sacrifice purpose.
The film forces us to think about and commit to our shot. Handmade means that we are accountable for every piece. The press makes us watch every stroke. When we type to a friend that we desire to inspire, encourage, correct….to know, we have no notifications. When we type to a friend we are committed to every stroke. When we limit ourselves we set ourselves free to commit, to be accountable. And when the discovery matures, efficiency comes. If we only seek efficiency we will not mature.
The efficiency gains of the industrial age, in great part, came out of the exploration and obsessions of the renaissance. Once we discover and mature, efficiency will come.
“In a world of vertical integration, where everyone seems to be cutting everything and everyone they can, we are seeking to cram as many craftsmen, stories and people as we can into a single album.” It’s not about the method, the limitation. It’s not the method that makes us better. It’s the outlook. Seeking to be purposeful and skilled, to be thoughtful and to do whatever you do, well. The growth is in the journey.
We invite you to join us, to join all of those that are silently and diligently seeking the long way. Those that are choosing to do all that they do well, to be profitable and to serve others well. Not only to go places other can’t go, but to go where they won’t go.
Jeremy and H.H. Boogie