Ten years ago, Gavin Pretor-Pinney decided to rebrand clouds, or what he likes to refer to as the “patron goddesses of idle fellows.” For too long, clouds had been co-opted by bleak expressions like “head in the clouds” and “under a cloud”; dismissed as stains on otherwise beautiful blue skies; and maligned as harbingers of crummy weather and bummer vibes. Pretor-Pinney wanted to change all that.
In 2004, the author, graphic designer, and former absinthe importer gave a talk at a literary...
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