FUTURE

MEMORIES

When you see or say a word too many times in a row, it starts to lose its meaning. It becomes nothing more than a collection of letters, stripped of its purpose. This is called semantic satiation. Your brain stops processing the word fully, turning something once meaningful into something passive and empty. Repetition dulls impact, showing how too much of the same can make the extraordinary feel ordinary.

less is more less is more less is more less is more, less is more, less is more less is more less is more less is more. less is more less is more less is more, less is more, less is more lesss ism ore less is more less is more. lesss ism ore, lesss ism ore, lesss ism ore less is more le– is mo– le– is mo– le– is mo– le– is mo– le– is mo– le– is mo– le– is mo– l— —- — l— —- —, less is more? l— —- — le.. is.. mo.., l— ism —, lesss, mo…re, less less is mo–re less is, more less is? mo—re, less, less ism.. ore–

Repetition is the silent force that makes everything ordinary. It clutters our spaces, our objects, our time, stripping them of their ability to resonate, to linger. When everything looks the same, when everything does the same thing, the extraordinary dissolves into a monotony. These patterns do not whisper, they drone—flattening experience into the mechanical rhythm of sameness. The world becomes noise.

Memory does not live in repetition. It thrives in rupture, in the singular. 

We’ve perfected this. Today, repetition is disguised as intention. Minimalism, sustainability—they start as ideas, but in their repetition, in their overuse, they rot. Minimalism becomes sterility. Sustainability becomes an empty badge. Meaning is eroded in the tide of replication.

This is the paradox of repetition: what begins as powerful ends as noise. A bold idea, repeated, becomes less than its message, a pale echo of its origin. This is why time under the weight of repetition feels like an algorithm—objective, standardized, and lifeless. Moments are not lived; they are processed.

To reject repetition is to reject this tyranny of ordinariness. It is to embrace the unfamiliar, the unsettling, the singular. It is to design not for the assembly line but for the rupture, for the memory, for the human. We must break the loop. We must destroy the comfort of repetition before it destroys us.

OUR VISION

"Future memory:
for those who design with out borders"

by Kash Debu


 

“The Reform of Product Design is a call to liberate designers from trends that oppress true creativity. Only the design community, those who live and breathe design, has the authority to innovate and create, free from external impositions. This reform is a structural shift, redistributing power, economic growth, and political change, breaking free from commercial pressures and the “less is more” mantra. It’s about empowering designers to shape their own legacy, based on authenticity and freedom.

This movement is an act of historical courage, paving the way for a new future of design, where true creativity is recognized and exploited no longer.”

Kash Debu 2025

ıF DESIGN IS A REBELLION, AND NOT A CONFORMITY FOR YOU; joın us now.

We want to think and create with you.

Kash Debu / KASH Magazine