Typically, engineers, managers, and marketing folks concentrate on tangible factors: the cost of components or the time line for construction. They look at a nebulous design concept and say, "That's really cool, but do I want to pay 50 cents for it? What's your metric?"

At that point, the person in charge of the product needs to say, "I know that's a cool feature. Pay what you must to make it happen."

What gets you jazzed these days?

I'm really excited about bags, shoes, and pockets. If I carry a cell phone and an MP3 player with headphones, how am I going to stow them so that they don't fall out of my pockets when I sit down?

We work with tech lab guys at Nike who are working on wearable technology. Not too many companies can sit at ground zero for fashion and technology. Nike's one of them.

You've talked about Astro Studios' culture and the importance of creating a workplace that captures the group's creative energy. But you also have hired a bunch of very independent employees. How does that work?

We feel that individual perspectives are very valuable in the marketplace. Plus, we really feel that overly democratic design is weak. So the trick is finding a way to empower individuals within a team dynamic. Culture is the key. We encourage people to be open and to share with others but also to develop a strong personal perspective.

When you see a product like Compaq's iPaq or Nike's Triax, you think a big company has designed a radical product. But actually, it's a bunch of skate rats banging around Palo Alto.

Linda Tischler (ltischler@fastcompany.com) is the Fast Company managing editor of new media. Contact Brett Lovelady by email (brett@astrostudios.com).

Sidebar: Five Products Even Fussy Designers Love

We asked Brett Lovelady to name his five favorite products -- items that combine elegant design, technological sophistication, and ease of use.

1. Apple: Titanium PowerBook G4 -- It's a modern classic. All I need and nothing I don't. And the wider screen is more like my personal movie theater than a computer monitor.

2. Burton: Junkyard Snowdeck and Flowlab: DCS Boards -- Street meets snow. Snow meets street. Why not?

3. Bang & Olufsen: BeoSound 1 -- Another lusty modern classic. A simple, singular speaker effect made from billet aluminum with a variety of functional surprises around the product.

4. Spalding: Infusion Basketball -- Because it works.

5. Technics: 1200 Series turntables -- The turntable, in general, is a magical piece of technology. Because it has history and depth, once thought of as obsolete, it has been reinvented to spawn new cultures, heroes, and music styles.