Battling fast fashion and overproduction through pre-sales 

The fashion industry is characterized by an ever rising pace of production and consumption. Today, more clothing is produced and consumed than ever before. The possibilities brought by the industrial revolution and globalization lay at the base of fashion's latest metamorphosis, Speedy Gonzales style. Fast fashion is a form of fashion characterized by speed, low prices and on-trend garments.

Fast fashion has brought economic benefits and growth for lot's of (often Western) multinationals. This speedy model, however, has a massive flip side. Low prices imply high downwards pressure on quality, wages, social and environmental standards. Over the years these pressures have tripled down the fragmented textile value chain, leaving the factory workers most vulnerable and exposed.

Entering COVID-19 into an already skewed industry. The international pandemic has brutally surfaced (fast) fashion's flaws. Worldwide, brands have cancelled countless orders with factories and are left with mountains of unsold garments, highlighting the industry's lack of transparency, responsibility and high dependency on fast passed consumption.

Launching a new collection during these turbulent times we wanted to do things differently. Pre-sale is an important tool to help us reduce overproduction. We will use these insights to optimize our production and reduce our impact. All pre-sale orders will then be delivered in the 3rd week of January 2021.    

Discover our circular denim collection for women and men, 100% recyclable, fully made in Europe.  

Read more HNST stories.