Provenance

The beginning of something's existence; something's origin.

Dictionary.com

I've just bought a new pair of Jeans. Not everyday ones, Selvedge Denim from Hiut Denim. Several times the price of a perfectly functional pair of Jeans bought in the High St.

Why?

Because they're the third pair I've bought in over six years, all of which are still wearable.

Because I know where they're made.

Because they're signed by the person who made them, and because I admire and support what Hiut Denim stand for.

And because over the lifetime of the Jeans, the premium I have paid is insignificant compared to the pleasure I get from owning them.

In addition to making Jeans, Hiut make a noise. They contribute. They provoke.

Algorithms don't do that. They can help make the supply chain more efficient, but they can't add personality. They can't think, empathise or emote.

I think it's about connection. Buying something from someone who cares about what they do. Algorithms are part of a machine, not the Principal.

The tro…