Denny Hamlin Twenty Three Eleven Racing Shirt

As a kid in the 1990s, Trisha Okubo remembers shopping at Gap and Banana Republic in her local mall. But those mall visits didn’t mean she went home laden with shopping bags — in fact, whenever she saw a shirt or a pair of trousers she liked, she’d wait until they went on sale. And inevitably, they would.

Years later, as Okubo built her own jewellery brand, she knew she didn’t want her shoppers to have the same expectation for discounting.

“I didn’t want to fall into that trap,” she said.

Of course, that’s easier said than done. When planning a season’s worth of products, it’s impossible to know the exact consumer appetite for each style. Trends come and go overnight. Especially since the pandemic, consumer sentimentcan be tepid one day, spike the next and then plummet just as fast.

Denny Hamlin Twenty Three Eleven Racing Hoodie
Denny Hamlin Twenty Three Eleven Racing Sweatshirt
Denny Hamlin Twenty Three Eleven Racing Long Sleeve T Shirt
Denny Hamlin Twenty Three Eleven Racing T-Shirt