We love fashion. That is the number one reason why we run this business. We love the creativity. We love the craft. We love the vigor. We love fashion for how it can empower people, how it can make you feel strong and how it enables you to express yourself.
Every day we strive to make this happen. But we need to do better. Fashion lost a bit of its magic. On one side there are environmental and social issues that cast a shadow over the industry. The need for fashion that is produced transparent, fair and sustainable is compelling.
On the other hand, we need to be faster and more responsive than ever. The time delay between discovery and purchase is a pain-point for customers who expect better experiences and their products on-demand.
And lastly, where fashion once was a special experience, it has become a commodity. The time when tailors started making something special out of practical clothing, fashion started. The tailor offered personal attention and personalization: it was an experience. Over time clothing even became its own form of artistic expression. You might even say that fashion had a monopoly on consumer experience. But today a lot of us buy our clothes unaware. Now, where is the magic that?