Why We Release Fifty Designs a Year
, by Markus , 1 min reading time
Fifty designs a year, roughly one a week. Why the constraint produces a more coherent range — and the choice you give up in exchange.
We release fifty designs a year. Not fifty a season, not a rolling weekly drop. It is a deliberate constraint and it shapes almost everything else about how we work.
What the industry standard looks like
The traditional fashion calendar runs two collections a year. Fast fashion has compressed that to weekly or even daily uploads, with some retailers adding thousands of new styles a week. The logic is straightforward: more styles means more chances that something catches, and the losers get discounted away.
That model needs volume to work. It needs bulk production runs, deep discounting, and a customer who returns constantly because nothing they bought last month still feels current.
What a tight range forces
At fifty designs a year, roughly one a week, every piece has to justify itself. There is no room for filler colourways or a style that exists only to pad out a category page.
It also means we can hold a consistent fabric palette across the range. When the catalogue is small, the weights coordinate — a 280 g/m² hoodie is cut to sit over a 237 g/m² tee, and both are cut to work with the 300 g/m² trousers. That kind of coherence is impossible across ten thousand styles.
The trade-off, stated plainly
Less choice. If you want fifteen colourways of one hoodie, we are the wrong brand. We would rather do four properly.
It also means when something sells out, it may not come back. Each design carries the hare mark, and we retire pieces rather than keeping them in permanent rotation.
Why it matters environmentally
Fewer designs, made to order, means no surplus to discount or destroy. The most sustainable garment is one that was made because somebody actually wanted it.
