For two years we ran on the standard schedule: spring, summer, autumn, winter. It nearly finished us, and we do not think it served anyone buying the clothes either.
The maths never worked
Four drops a year means four rounds of sampling, four photoshoots, and four chances to over-order. Whatever did not sell went to discount, which trained everyone to wait for the sale rather than buy the thing they wanted.
What we do instead
We keep a core range in stock all year and add a piece when it is genuinely ready. Sometimes that is three new things in a year. It means we can order fabric in bigger runs, which brings the cost down, and it means the tee you liked in March is still there in October.
The trade-off, honestly
There is less to look at. If you enjoy a shop that always has something new, we are probably not it. What you get in exchange is the ability to replace a worn-out favourite with the same thing rather than its distant cousin.
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