Alex Matisse, who made it a strategic point not to name his brand after his famous last name (yes, he is the great-grandson of one of the most influential artists to ever live, Henri Matisse), co-founded East Fork, a pottery brand I cherish and study from the outside for a lot of reasons, all of which you will learn more about during this very sincere and insightful conversation. Alex and I talk about the soul of a brand and how to keep it intact, his dislike of the word authenticity, the constant – which he sees as positive – struggle that drives his artisanal 'made in the US' business, and how he and his two Co-Founders created a brand that those who know came to love and even obsess over.Yet another conversation that reminds me of why I love bringing this show to you – and why I love spreading these insights on the often intrinsic art of crafting brands people truly love.