The feeling started when I was a child, hearing my family's stories about working in the fashion business. It grew with my first job as a retail salesperson. And after years of working for many fashion companies (and starting several of my own), I finally came to grips with one unmistakable truth.
The fashion industry doesn't make any sense.
Sure, fashion is art. But art without reason isn't very pretty.
Twelve months before you see a new shoe or handbag, companies start the design process. Designers scour the globe in search of ideas - some inspiration comes from Europe, some from "street fashion." Of course, they also visit vintage stores and vintage libraries to see what's been done before. All in the name of trying to predict trends in style, color and material - one year in advance.
The designers present their selections to internal committees, which eliminate many choices. Then retail buyers reduce those options even further. Keep in mind: everyone's basically guessing (and betting) what you'll want. They are often wrong. Hence, there's always too much of what you don't want and never enough of what you do want.
What's worse, retailers start selling boots in August, but are sold out by the time you really need them. They put sandals on display in January, but are out of stock as soon as it warms up.
There is a better way.
We don't produce anything in advance, so we're able to offer a limitless selection of styles, color and materials. We make your creations on demand, so it's always available. We even encourage you to suggest new styles and different looks - you can literally modify anything to your precise liking.
You provide the creativity, we provide the science, and suddenly fashion makes sense. After nearly 30 years in the industry, I can tell you it's not a moment too soon.
You desire it. We make it. Guaranteed.
- Jeff Silverman
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