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.
“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.”
