When we started ONEFOUR, the temptation was to fill the shelves. Every supplier had a catalog, and every catalog had a hundred variations of the same thing.
We went the other way. We asked a simple question of every object: would we use it every day, and would we still like it in five years? Most things did not survive the question. What remained was small, and honest, and ours.
Less is harder than more. It means saying no far more often than yes. But it is the only way we know to build something worth returning to.