Why We Left Trend Cycles Behind

For our first two years we designed on the industry’s calendar — six-month flights of fancy, each collection declared obsolete by the next. Then we audited what our clients actually wore. Half the garments from our first season had never left their dust bags.

That audit ended the trend cycle for us. We now release two collections a year, but each is designed to be worn with every collection before it — a closed loop rather than a ladder. Nothing expires. Nothing is discounted to die.

The commercial cost of this is real: we sell less, later. The design freedom is greater than any I have known. When nothing is scheduled to become irrelevant, you can spend nine hundred hours on a single shoulder line.