"Some journalists like to write about things at the extremes. I like to write about things that go right down the middle. Pepsi and Coke, right? And I'm attracted to them precisely because to me what's most interesting is taking something we're completely familiar with and subverting it in some way. I'd rather write about The Gap than Prada, for that same reason. If you can find something weird below the surface of The Gap, that's so much more interesting than something weird below the surface of Prada. Of course something is weird below the surface of Prada.
"And whatever is weird below the surface of Prada, by the way, at the end of the day is not going to be that interesting. It's Prada; it's for one percent of the population. But The Gap, which is for all of us, that's cool if you can discover something weird below the surface. That's the way I think about things, I suppose."