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The clear issue is demand. Two decades of fast fashion has pushed the garment industry to unprecedented territory where 60bn garments produced around the world annually never find an owner. Companies only make what they believe they can sell. Take away the demand and production drops. Demand is so high because items are cheap and replaceable and like anything that is cheap and replaceable, they don’t mean anything to those that wear them.
Our answer to that is to only make what people want and keep our lines small. We touched on it briefly in our first newsletter but prior to the globalisation of the fashion industry, there were a limited number of specialised clothing manufacturers, each of whom took great pride in their craft. This pride was then passed down to the buyer knowing they have something unique that was made to last. No one’s grandchildren will be showing off their grandfather’s H&M jumper they found in the attic. This is why we’ve decided to release four capsules a year. Each one will offer something new and the collection will only be available to purchase for a week. We want to take you on our journey as each capsule is formed so that when the capsule opens you will know why we’ve made it, how it’s made and who we’ve made it for. We will only release what we’re proud of and hope that that pride seeps through.
Our samples are due in the next week or so which we can't wait to shed some light on. We'll be taking a closer look at the fabrics we've chosen in our next update.
With love,
tora.
tora.