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Sounds a little A Level economics but it’s quite radical – when shoppers log onto the brand’s website for its next drop on March 27, costs will no longer be predetermined or arbitrarily fixed. Instead, a new dynamic pricing tool will ensure that the most popular and fastest-selling products are the most affordable. The higher the demand, the cheaper the item of clothing. It means that customers will effectively decide how much the collection costs, compounding the label’s “it’s not for you, it’s for everyone” mantra.

“The more we thought about it, the more it became clear that the pricing model in fashion doesn’t make any sense,” Radboy said. If they could gauge demand for certain products ahead of time, the brand would be able to place larger orders with their factories and negotiate cheaper prices. “If we charge $600 for the hoodie, then only one class of person would buy it – the person who can afford it,” Radboy added. When their brand’s next collection launches,  all items will start at wholesale price and then increase over time. The final price at which the item sells will subsequently decide the set cost for all future Telfar collections. This new strategy completely upends the standard fashion blueprint, where labels will charge the highest possible price for their most popular items. But Telfar is all about shaking the industry into new shapes, where luxury is no longer shorthand for exclusivity.

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