Through his "democratic design" concept, Starck has campaigned for well-designed objects that are not just aimed for upper-tiered incomes. He has expressed this as a utopian ideal, approached in practice by increasing production quantities to cut costs and by using mail-order, via Les 3 Suisses. In 1998, Philippe Starck sets up the Good Goods catalogue with La Redoute, proposing 170 sustainable and respectful everyday life objects "for the future moral market". Later in 2000, driven by his desire to make design accessible for everyone, he works with Target Stores and proposes a collection of more than 50 exclusive and affordable products.