the CASE ... for lower case

you may have noticed that there is not a lot of upper case ... decorating our conversation ... thereby ignoring a primary grammar rule ... that many editing software would immediately flag. the same holds true for our 3 dots ... which finds it origins in contemporary social speak ... breaking sentences ... into short clear parts ... to get lightness and clarity ... in what is being purveyed.

it doesn't mean that we want to be rude or uncivilized ... still capitalizing the names of people, brands, places and other proper names ... out of respect ... but everything else becomes a bit unburdened ... when there is no need to capitalize the beginning of every single sentence. 

it so seems we are not the first to put this into practice. in fact ... in about the same era as the pioneering age of aviation ... at the Bauhaus. journal 1.1926 literally states: "it is consistent in language usage to write differently than to speak. we don't speak big sounds, that's why we don't write them either. and: doesn't one say the same thing with one alphabet as with two alphabets? why does one merge two alphabets of completely different characters into one word or sentence and thereby make the written image inharmonic? either large or small. the large alphabet is illegible in the typesetting. therefore the small alphabet. and: if we think of the typewriter, the limitation to lower case characters means great relief and is time saving. and if we think further, it would be simplified by switching off upper case characters?"

in that period ... such ideas ignites like a bomb at the Bauhaus. attempts at a new uniform typeface were launch and all papers appeared without capital letters ... under protest of the public. Bauhaus didn't last long ... primarily with the advent of Nazism in the 1930s ... who saw it as a breathing ground for subversive culture.

it is so conventional to see a sentence start with a capital letter ... that it is only noticed when it is not. capitalisation is deeply embedded in orthography to such extent ... that most writing application autocorrect it by default. yet the value of capitalisation can be questioned. explaining the entire history goes beyond the scope of this article. whereas those may be linguistic not-done's ... we don't really care. we feel lower case ... offers a more friendly, relaxed ... young Gen Z style touch ... to the way we want to express ourselves. Of course it could also very well be a testimony of our tendency to stretch boundaries and break the status quo ... not taking things for granted ... just because it always has been like that.

we would have loved ... to have taken it to the extreme ... throughout our entire conversation. from an efficiency perspective ... there is one practical limitation ... and this relates to SEO (Search Engine Optimisation). it so appears that Google SEO doesn't really like this style of writing ... penalising it with a lower ranking. of course ... we would not want that ... as we very much like to be on top. therefore our product and collection pages ... and all content which is subject to SEO ranking ... follow the more conventional style of ortography.

in the end ... such compromise might not be that bad after all ... as it offers a nice balance ... between the conventional and the unconventional. as a result ... we hope our diverse readership ... can find themselves in what we want to express ... according to their own linguistic preference.

#gotha!