our business model: pull products into the market according to demand.
made for you.
1. individual purchase
customer orders exactly what he/she wants
2. small-scale production
production will only be triggered once customers have placed an order
3. pleasant anticipation
customer is happy to wait 3 weeks until the product specifically "made for him/her" is delivered
because of the customer's patience, he/she has significantly helped to reduce useless overproduction. this makes him/her feel great, not least because great change has been initiated.
the common business model: push products into the market.
- a big part made for the mountain of trash.
1. uncertain purchase order
brands place a large-scale purchase order based on history & assumptions
2. mass production
huge manufacturing lines produce high volume apparel
3. massive offer
customer choose from a big offer however sustainability matters are neglected
4. useless overproduction
on average, customers only wear
50% of their wardrobe
3 out of 5 garments end up in a landfill because they either are never sold or are thrown away not long after the purchase