Pre-ordering: Why we think it’s one of the most sustainable ways of producing fashion
By having the opportunity to tell brands exactly what you want, they will produce in line with demand, rather than over-supply.
With £140 million worth of clothing ending up in landfill each year, we’ve got to ask ourselves: Is our love for trend driven fashion really worth its catastrophic effect on our planet and how can we find a better way of manufacturing?
Cue – pre-ordering! Ok, we’re aware that it doesn’t sound that sexy… I mean the initial feeling of falling in love with something you’ve seen and then not getting it within 2-4 days may dampen the initial excitement. BUT there are so many positives for both consumers, brands and garment-workers, that we think it should be given a go.
Here’s why!
1. Puts consumers in charge
By pre-ordering, you are effectively telling brands what you like and what they should make more of, without them putting lots of pieces into production first. YOU are therefore in control and creating demand, and companies are then simply reacting to that.
2. Curbs over-production and waste
By having the opportunity to tell brands exactly what you want, they will produce in line with demand, rather than over-supply (well that is the hope!). Over-production remains an issue, with both high street and luxury brands like H&M and Burberry causing scandals by burning excess stock. What a nightmare!
Unwanted clothing along with products returned to stores, often end up in landfill, increasing the amount carbon dioxide in the atmosphere. In fact, according to WRAP 2017 in the UK alone, it is estimated that 300,000 tonnes of used clothing - about £140 million worth - goes into landfill each year.
3. Slows production down
It’s been well documented that garment workers in countries like India, Bangladesh & China are overworked and underpaid. By bringing production in line with what consumers actually want, workers are less likely to be working in pressurised environments. It gives production a chance to be better managed and workers are less likely to be overworked as a result.
4. Increases sizing options
By making to demand, brands should be able to offer more sizes to consumers. We, for example, are able to extend our sizing range starting from a UK size 4/6 to a UK size 18/20, on items such as the Blossom Maxi Dress and Roxie Wrap Dress Jacket and are also able to offer petite versions.
For smaller businesses like ourselves, it is costly and sometimes not feasible to put all of the sizing options into production at once, but we’re able to offer more to our customers if they choose to pre-order.
5. It's exciting!
Knowing that the piece you’ve chosen is being made especially for you, and isn’t being mass produced makes you feel good! Our community have told us that they tend to treasure their pre-order pieces more, as they’ve waited longer than usual for them and like what they stand for.
With our pre-order pieces, you are not just supporting a more sustainable way of doing fashion but are also giving true artisans, ones that may be lost to the digitalisation of the fashion industry, a chance to carry on their craft and provide for their families.
We’re really excited about making more of our collection available through pre-order, and hope that we’ve convinced you to try it out! Find our beautiful pre-order collection here, where everything is made on demand.