In the typical Extremis promotional and campaign images we often learn something about the story behind the creation of a product and the things that inspired it. This helps to highlight a design’s uniqueness. Dirk Wynants himself often features in these images. He poses next to Hopper as an accordion player. Even more remarkable is that his children, parents, friends, neighbours, clients and personnel also appear in his brand’s promotional images. It is a kind of statement. He chooses real people rather than unrealistic models who are too aesthetically perfect. Just as he chooses useful, substantial products rather than overly perfect status symbols.