Not just the shape of an object or the way you use it, but the materials that go into it, the way it's manufactured, the way it's sold, the way it's shipped, the way you assemble it, the way it's supported, the way it affects the environment, and the way we treat our employees. All of it is a part of the design of a product, and we put forth our best effort on all of it.
Modernism was never meant to be elitist. The original mid century modernists like Charles and Ray Eames were all about using modern technology to bring great design to as many people as possible. The technologies have evolved, but the goal hasn't. We use advanced digital fabrication technologies to enable us to make products close to home, from durable materials, while respecting the environment.
Most imported furniture today is actually made from wood grown in the US or Canada- trees are harvested here, shipped to Asia, then shipped back as furniture. This is clearly not a viable long term way to do things. We manufacture in the US because it's where we live and it's where our materials come from. We want to support our local economy, not exploit someone else's. It also makes us better designers: controlling the entire process allows us to experiment and develop clever solutions that we could never achieve in a third party factory thousands of miles away.
Responsibility. We willingly take responsibility for what we put into the world and the effects that our actions have. We want to build a legacy of lasting products that people love and cherish as much as we love and cherish making. We want to leave the natural world in a better state than we found it. If we make a mistake, we want to fix it.
It's a word that has become almost meaningless from overuse, but it's something we take seriously. Not as a marketing slogan, but because we believe it should be the minimum standard for doing business in the world. We use wood that has been harvested sustainably, in a way that leaves this precious resource available into the future. We use paper-based packaging with no plastic or styrofoam, because we don't want those materials to end up littering the earth or the seas. And we use finishes that contain no VOCs or other offgassing hazards, because we want our customers (and ourselves) to be able to breathe freely.