Now bad and wasteful taste is directly productive, not so much of trade as of fluctuations in trade, because that sort of taste soon tires and asks for change; and the consequence is that thousands of workers (especially women, whose industries used to be home industries before machinery drew them out of the homes) are in this country constantly being thrown out of one useless employment into another, and very often have to pass through a fresh apprenticeship at a starvation wage. And so, when we create frivolous demands for things that we shall not want the day after to-morrow, we are not (as we too often think) doing anything that is really good for trade, but only something much more horrible, which you will understand without my naming it. You see, then, how very closely the artist’s inclination toward permanence of taste may be connected with morality. And if that instinct for permanence (with an accompanying adaptation of material and design to making things last their full time without waste) is not present in the craftsmanship of our day, then we have not got the true basis, either in spirit or material, for Art to build upon. Now I am going to put before you some quite homely instances, because I think they will stick best in your memories, in order to show you that the real struggle of the artist to-day is not so much to secure appreciation of beauty in line and texture, as honesty of construction, and real adaptation of form to utility and of production to lastingness. I have been noticing, with quite simple objects of domestic use, that the trade-purpose toward them seems almost the opposite. The trade purpose is to present us with an article which, apparently sound in construction, will break down at some crucial point before the rest of it is worn out. A watering can, a carving fork, a kettle, a dustbin, a coal scuttle, the fixings of a door-handle, are generally made, I find, on an ignobly artful plan which insures that they shall break down just at that point where the wear and tear come hardest, so that an article otherwise complete shall be scrapped wastefully or go back to the trade to be tinkered. But leave things the actual design of which you cannot control, and come to dress, our own daily wearing apparel. I do not know if the men of my audience are aware that undergarments wear out much quicker if they are tight-fitting and worn at a stretch than if they are loose, but that is so. And, in consequence, a smart shopman has the greatest reluctance to sell you anything that is, as he conceives it, one size too large for you. The reason being that the looser fit lasts longer and is bad for trade--that it makes for endurance instead of for galloping consumption.