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…all of the craftsmen must fight against the traditional trends of the era in the attempt to produce beauty instead of a business gimmick and to give an artistic finishing touch, which is not second-rate, to their work…we are the representatives of a craftsmanship which has become extinct in commercial production. Therefore, we do our best to become the best craftsmen possible. And if we can’t be good craftsmen at a certain level, we will stop at a lower level in order to find our place in the arts, if fully yielding… In any case, we teach ourselves to be good workers; this will give us a true understanding of all that is sound in art…
ARTS AND TRADES William Morris (1834–1896)