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WHY WE MAKE SH*T




Did you know?


THE U.S. ALONE SENDS OVER 11 MILLION TONS OF FASHION WASTE TO LANDFILLS EVERY YEAR.


We choose not to participate in the industry's alarming level of fashion waste and instead opted for a more conscious way of producing clothing. All of our clothes are ethically made by specialized artisans at our DTLA headquarters using cut-to-order manufacturing technology.

 

 

OUR PROCESS



We honor the process of slow fashion in every aspect of our business. We deliberately take the time to produce each style from concept to finish.





Here's how we get sh*t done.






STEP 1: DESIGN



We begin with the creative process by conceptualizing the vision of each style.


Our garments are inspired by classic vintage silhouettes & the elevated vision of our late Creative Director Katharina Pretl. Our designer Nico starts off with doodles that are refined into hand drawn illustrations. When the designs are perfected, they are digitized into CADs (a.k.a Computer Aided Design).



 

                 

We pride ourselves by designing styles that are transeasonal and in sync with our mission. Consider our garments heirlooms. Our designs are closet staples that last and can be worn season after season. 

  

STEP 2: SOURCING FABRICS



85% of textile waste is sent to landfills every year.¹


Therefore, it naturally made sense to repurpose locally sourced deadstock fabrics (that would have otherwise gone to landfills) and give them new life.





For us, sourcing is a part of the design process. Nico meticulously sources fabrics with concepts in mind, searching for the perfect colors, prints, feel, and drape. The designs are not finalized until the fabric and styles are in sync. 


Because deadstock fabrics typically come in smaller rolls, we can only offer limited runs of every style.

 

  

STEP 3: PATTERN MAKING



Once designed, it's up to our pattern maker Omar to bring the sketches to life.







With 30 years of experience under his belt, Omar understands fit like an architect understands structure. Our primary goal is to maintain design aesthetics without compromising fit. 


Omar approaches pattern making in a way that honors the traditional craftsmanship. By manually drafting each original pattern by hand, he is able to focus his attention to details and accurately capture the essence of the styles. 







STEP 4: FITTINGS



After the first samples are made, we seek the perfect fit on our fun-loving model Juliette, and have a blast doing it ;)







Nico and Omar work together to fit our styles about 3 or more times (depending on the complexity of the design) before it's ready for photoshoots. After our photoshoots, we look at the garments a few more times on Juliette to ensure the perfect fit and create what we call a TOP (Top of Production) sample. The TOP is used as a measure of standard to match when production garments are sewn.
 






STEP 5: PHOTOSHOOTS



What we look forward to the most is styling & documenting our garments (a.k.a getting out of the office and enjoying nature!)






We shoot all of our campaigns on film as an homage to where the abbreviation YSTR came from (the word yesterday). For us, it's important that each frame captures a genuine moment between the photographer and our model.


We believe that when photographs are taken on film, the time is thoughtfully spent capturing the perfect shot, and every frame in the roll of film counts.

 

 



We shoot our product photography at a studio near our office headquarters. As an e-commerce brand, It's very important to us that our product photos are a clear representation of what the garment actually looks like, so you know what you are getting is exactly what you are expecting. No surprises, just goodies ;).

 



STEP 6: E-COMMERCE



We use 30% less energy than a traditional brick and mortar retailer. ¹






Our capsules go live to our website within a couple of weeks after the photoshoot. Because we sell to you exclusively online, we avoid traditional markups and sell direct-to-consumer, hence using less energy than a brick and mortar retailer.

  

  

STEP 7: PRODUCTION



We help combat fashion waste by only producing what is sold.






It typically takes about 2-4 hrs for one garment to be sewn, depending on details & hardware. 


  





 

STEP 8: PACKAGING



We package our garments in 100% oxo-biodegradable plastic.


We're not just anti-fashion waste, we're anti-plastic too. The key point we're addressing is what happens to the plastic which is not collected and gets into the environment as trash. While conventional plastic will subsist in the environment for decades on end, oxo-biodegradable will degrade in a short time leaving no harmful residues.

You can read more about it here.

 


 

 

SOURCES 


¹
 EPA
¹ EPA