Waterproof coat brand Mackintosh have released a really interesting project where they have interviewed a hundred taste-makers about the brand. The focus of this campaign seems to be the Japanese market. Tyler Brûlé kicks it off with a video that talks about the authenticity of the brand its role in the community where it was founded.
Mackintosh by its example shows up other heritage luxury brands, who get their authenticity from their marketing departments and their product lines half-a-world away. Or have global supply chains that ship product or factory workers half-way around the world for token finishing touches in the home country as a fig leave to authenticity.
The video is on YouTube which may not be accessible by all readers.