Almost 10 years ago, we made the conscious decision to stop doing seasonal sales in an attempt to fix a broken system. We believed, and still believe, that discounting devalues clothes that people put their hearts into making. It trains people to wait for lower prices, squeezes retailers, and keeps the fashion industry stuck in a cycle of more for less. But a pair of jeans doesn't become worth less just because the calendar says it's a new season.

We haven't changed our mind about any of that.

But the thing about trying to change a system: you have to be honest about what is working and what is not.

What we've learned

We tried something. We stuck with it. And after ten years, we can see it clearly: our no-sale policy hasn't solved the problem we hoped it would.

The fashion system we operate in still runs primarily on seasons and trends. Although a large part of our collection are CORE styles: timeless styles that remain in our collection for years, we also have seasonal styles. We design them with timeless style and longevity in mind, but these items are also influenced by timing and trends.

Every style we design needs to meet a minimum order volume, otherwise it's not viable for our suppliers to run production, and we won't place the order. That's how we work: thoughtful planning, realistic forecasting, and no overproduction by design. But forecasting isn't a perfect science. Some styles sold out completely. Others didn't resonate the way we hoped. Now we have garments sitting in our warehouse: made with care, waiting to be worn.

Keeping them stored isn't the answer. That goes against everything we stand for.

So we are changing course. Not because we are abandoning our values, but because it makes sense. That has always been our approach: try things, see what actually makes a difference, double down on that, and be willing to change what doesn't work.

“A pair of jeans doesn't become worth less just because the calendar says it's a new season.”

What hasn't changed

Our CORE collection stays exactly what it's always been: timeless pieces that remain in the collection, replenished based on demand. The way we plan and produce hasn't changed either. We don’t place orders lightly; we don’t think: ‘if it doesn’t sell, it can always go on sale’. Overproduction is one of the biggest flaws of the fashion industry, and we work together with our suppliers to prevent this at every stage. We spread production across the year to support our suppliers. A sale doesn't change that.

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What this means for you

For you, this is simply an opportunity to get quality pieces at a discounted price. Same quality, same values, same craftsmanship. Keep in mind, buy something because you love it, not just because it's cheap.

What this means for our retailers

We know sales can put pressure on smaller shops. We've designed our approach to protect their margins. Our retailers get first access to discounted stock before it reaches the sale. We're in this together.

What this means for our suppliers

Finally, our suppliers. The people who made our clothes are not treated or paid differently because of a sale. The full production price was paid when the garments were made, and the same production schedule was maintained. The responsibility for unsold stock is ours. We won't shift that pressure down the chain.

Looking ahead

This decision does not signal a move towards constant discounting. At the moment, we see a seasonal sale as the most responsible way to ensure our existing products find a new home and don’t go to waste.

Our ambition hasn't changed: a fashion industry that properly values its people, products, and resources. Sometimes getting there means admitting when something hasn't worked the way you hoped.

We're still figuring it out. We'll keep being honest about it.

Frequently Asked Questions (FAQs)

We will most likely have a few styles going on sale every season from now on. We'll evaluate this based on actual stock.
No. A sale changes a product's price, not its value. These are high-quality pieces made with the same care as everything else we make.
Absolutely not. Our suppliers were paid the normal price when these items were made. The responsibility for unsold stock is ours alone.
Our CORE styles are timeless pieces that are not seasonal and remain in the collection, replenished based on demand.
Ask yourself: do I actually want this, or do I just want a deal? If you'll wear it and love it, go for it. If you're buying because it's cheap, maybe skip it. Think about whether it fits your wardrobe and your life. If it does: great. We hope you will love and wear our items for years to come.