The fashion industry makes garments in advance of customer orders. What isn't sold, is incinerated or added to landfill—4% of the world’s landfill is textiles no person has worn.
PRIDE uses a made-to-order model of production, meaning a particular customer has ordered and paid for each garment, before the fabric for that garment is cut. Small pieces like bikini triangles are made from the offcuts, while skerricks are used to make swatches. Factory seconds, design prototypes and returned items are sold for a discount at by-invitation events.
It is not the cheapest means of production and it doesn't suit buyers who urgently need a new swimsuit. For their outlay and patience, customers who choose us are rewarded with a more personalised garment and the peace of mind that comes from knowing their clothing has been ethically and sustainably made.
The only garments PRIDE will make in advance of customer orders, will be perennial staples that we know will sell out and that are not subject to change. These will never be wholesaled to clothing stores with track records of discounting, then dumping, old stock.