"That was frightening, at first. I just wanted to explore processes, learn, be left alone. But then I remembered Hubertus, ideas of his, things he’d done. Guerrilla marketing strategies. Weird inversions of customary logic. That Japanese idea of secret brands. The deliberate construction of parallel microeconomies, where knowledge is more congruent than wealth. I’d have a brand, I decided, but it would be a secret. The branding would be that it was a secret. No advertising. None. No press. No shows. I’d do what I was doing, be as secretive as I could about it, and avoid the bullshit. And I was very good at being secretive about it. I’d gotten that from my father as well."