1. It is not about guessing

We don't want to guess or estimate how many items will be sold. The fashion industry largely operates on the model that requires the brands to estimate the number of pieces they will sell. This model is incredibly unsustainable and unreliable. Instead of relying on the estimates, the pre-order system follows the actual demand for each item produced. This way we have a good sense of what our sales will look like.   

we can control the production, control the deliveries and move in a way that works for us.

2. Prevents overproduction and waste

The conventional way of production usually means overproduction. The brands that estimate their sales, usually prepare for the best sales scenario they can. Unfortunately, each year this means that about 30% of produced clothes will not be sold. Considering the amounts of textile that ends up in landfills every year, this practice is highly damaging for the planet. The pre-order system avoids this and produces only what will be sold. By minimizing the risk of new clothes going to waste, it presents a far better environmental choice. 

3. Prevents impulse buying

The pre-order benefits the consumer, as well. Because there is a longer waiting time between buying and receiving the product, there is less chance of buying impulsively and perhaps regretting it later. The system encourages conscious and thoughtful buying instead. Even the psychologists agree that impulse behaviour is damaging to us. 

4. Guarantees better quality items

When the brands produce the clothes massively, especially in the overproduction scenarios, they are under the pressure to produce it quickly and cheaply. Apart from this being an ethical issue, it can hinder the quality of the items. The cheapest option? Burning said stock. Although it happens across the industry, prestige brands who are reluctant to offer discounts as it devalues their image are even more likely to get rid of pieces in this way.The opposite is in the pre-order system. Since we know how much we need to produce, we can plan properly and avoid the time pressure. Simply put, pre-order is a guarantee of the best quality for a good price. 

5. Be closer to our costumers

By integrating a pre-ordering system to our store, we can see what our costumers likes best and what are their preferences. That way we can adjust our styles, colors and materials. Our costumers can relate more to our brand and understand the process behind every step. This approach helps minimise waste and creates an equilibrium between supply and demand. It slows down fashion and removes the idea that we can get everything we want instantly. It’s the antidote to fast fashion culture. The ability to shop looks direct from Instagram and order an outfit on your lunch break for the evening ahead without considering the ramifications furtherdown the chain. We think people are genuinely trying to adapt their buying behaviour to support brands like ours, that make their products with manufacturers who respect their workers' rights and respect environmental laws." 

6. Supporting local craftmanship

Reducing air miles are bonus points when it comes to sustainability and operating in this way means we can continue working with our Canadian manufacturer. The cost of creating our products is higher than those who source their products overseas, which leaves a smaller margin of error for predicting stock levels and demands. By offering pre-order sales we reduce this risk and can continue working with our local manufacturer and workers. The idea that it's being made by someone they'll be able to name, and the anticipation of it arriving, adds value rather than taking away from it.