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Motivated by the idea of offering more responsible
clothes that last for years, many brands have
reassessed their production methods, their choice
of materials and how they organise manufacture.
The pre-ordering process is revolutionising the
sector and has been adopted by certain brands. It
showcases their desire to avoid overproduction
while uniting their buyers in a community that
shares the same commitments. Perfect clothes are
not that far away...
Architect Mies van der Rohe, the man behind today’s
trend for "less is more” could never have imagined how
visionary his idea truly was. Faced with sky-rocketing
inflation, consumers are progressively changing how
they buy. Perfect clothes have everything to win
consumers over. They are a guarantee of sustainability,
are ideal for handing down and have been designed to
respect the environment. For the manufacturer, they
also embody a new kind of production organisation.
For the buyers, they encourage a new state of mind
where the banal act of buying becomes a militant
stance with a sense of pride and the notion of belonging
to a community of responsible and engaged consumers.
Buying has never had so much meaning.