Designer’s working in areas like furniture are increasingly moving away from working with big companies, opting instead to launch their own. Designer’s like Stefano Giovannoni, Sebastian Wrong, and Matteo Thun are frustrated with the existing model where many designers are all doing work for the same few big name companies, and the resulting tendency for similarity between products produced by different companies. Furthermore, the financial returns on work for other companies is often limited. Instead, designers are beginning to take the example of the fashion industry, where designer’s are almost always the owner’s of big brands and the flow of innovation is notoriously fast paced.

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