In Brian Eno’s future, the top-down, empirical cultural arbitration of the past falls away, and a relational, directionless landscape ruled by the logic of scent and sound emerges. “The future will be like perfume,” he prophesied, and it is.

Rubin Sans font by Threedotstype, 2023

New York–Dublin Portal, 2024

Wavy Soccer Ball, MSCHF in collaboration with Umbro, 2024

Through the process of transubstantiation from a youth culture artifact to a killer business model merch has been turned from its original purpose, meaning and aesthetics into retail's main product category and the only remaining genre.