Take the anti-paparazzi clothes for instance. This not only lessens the financial risk for Betabrand but conceivably it cuts down on waste, too. “Ultimately as a business it’s smart to product the things that people are really into and not sorta into,” says Lindland. Even with everyone working together, there’s still a degree of blind soothsaying at play.
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What you see in stores isn’t the product of naturally-occurring trends, they’re the result of a highly-engineered, year-plus process where designers, stores, buyers and marketers all try to figure out how to get us to buy stuff. This model-confirming demand before creating supply-is smart, particularly for a clothing company. The CEO likes to say his company is the Quirky or Kickstarter of clothes, and it’s a pretty apt description. And without all the negative connotations that are usually tacked onto trendy, poorly-made garments, he adds. If a piece sells enough during crowdfunding (usually 50 to 100 pieces in the first 30 days) and they’ll go into wider production.īetabrand isn’t fast fashion.
That prototype then goes into the crowdfunding. Any idea that garners enough votes during the Think Tank round will then become a prototype that’s refined by Wheeler and his colleagues then crafted by the in-house Betabrand sewing team. Betabrand does this by crowdsourcing ideas and concepts into their Think Tank. The company’s whole business is based on knowing what consumers want before manufactures sew a single stitch. He’s confident because this is what Betabrand does. Neither are the other items in the line, for that matter, but Lindland figures they’ll probably sell well anyway. In the photo the model is wearing a tailored suit designed by Wheeler in less than three weeks. “It’s taking light and shoving it right back into the camera, which is what blows up the exposure,” Wheeler explains. Glass nanospheres are bonded to the fabric and act as little reflective lenses, which gives the clothes their shine. Dreamt up by DJ Chris Holmes, the hoodie, hat, scarf and suit are made from the same reflective material you find on the side of tennis shoes and safety gear.
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The team-two photographers, Wheeler, Betabrand CEO Chris Lindland and a handsome bearded model- is in the middle of a shoot for the Flashback collection, a series of clothes that turn whoever wears them into invisible, ghostly silhouettes.
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