“I saw a review of our new album, and it said, "Every single component of the White Stripes is a gigantic lie." What does that mean? Have I sat down and said I was born in Mississippi? No. Did I say I grew up on a plantation and learned how to play guitar from a blind man? I never said anything like that. It's funny that people think me and Meg sit up late at night, in front of a gas lamp, and come up with these intricate lies to trick people.”

From the article White on White from Rolling Stone Magazine
On 'gimmicks