“I'm not saying I came up with anything [laughs]. It's like people thinking we would be more real if we went onstage in jeans and T-shirts. How ignorant is that, to think that because they don't wear a suit onstage that someone is giving you the real deal? People do come and see us and think, "Look at all these gimmicks."”

—  Jack White

Go ahead, man. Go ahead and think that.
From the article White on White from Rolling Stone Magazine
In response to a question about his relationship with Meg being false
On 'gimmicks

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Jack White 20
American musician and record producer 1975

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