‘Hibernating the Business’: DTC Brands Are Making Tough Decisions

“Right now, I have enough leftover fabric that I could use for maybe two months, tops,” Jones said. “So we’ve really had to adapt our spring plan. I think for DTC brands, even the ones that are about sustainability, there’s this obsession with newness — new colors, new styles, new designs all the time. One outcome of all this is brands may have to put their money where their mouth is and make do with a more limited supply of materials.”
Rachel Jones

Rachel Jones, founder and designer of DTC underwear brand Jonesy, has had to come up with alternate plans much quicker than others. Her brand starts working on product over a much shorter time frame than most: three months from ideation to product drop, as opposed to a more typical six months.

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