A new generation of designers challenges the traditional fashion system with ‘less, but better’, a season-crossing script and other sustainable solutions that form the starting point for innovative concepts. The Danish ee12 thus not only consciously chooses high-quality design that lasts for years, the young label also wants to make a difference with a new method of sales.
Ee12 does not present itself at fashion fairs, and shops cannot purchase the brand. Instead of that, events are organised where designer Pernille Engbirk explains her collection and, if desired, gives personal advice. The invitees can try on the clothes and, after having made a choice, 50% of the price will be deposited. Two months later – after the remaining balance is paid – the customer gets the items delivered to their home. Thanks to this method of sales, only the garments that are actually sold will be made, and ee12 maintains a minimal stock.