For the first time, Telfar is letting consumers choose the price for their upcoming release.
Over the last several years, Telfar, by designer Telfar Clemens, has become a global fashion brand and one of the most beloved Black-owned companies. The new line drops Saturday, March 27, and Clemens is changing how he’s pricing the brand’s items through a new system called TELFAR LIVE. He announced with an enticing video on the fashion line’s Instagram page.
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According to the website, TELFAR LIVE is “a sale in reverse,” making it the first of its kind. When the new collection becomes available, items will be at the wholesale price, a significant discount for customers. After that, the price tag rises every second until it sells out. The website mentions, “the more you want it, the lower the price.”
So, if fans of the fashion line love the item, they must work together to buy it when it immediately drops, which likely will be fine as most Telfar items sell out once they go on sale. Clemens created this idea to help his brand continue to be accessible to all people’s pocket ranges because being stylish doesn’t mean you must purchase expensive things only. A statement on the site explains the concept more in-depth.
“TELFAR LIVE disrupts both existing notions of supply & demand and scarcity & value — because that’s their business — not ours. If you are here you know this: rich does not equal fly. That’s why TELFAR has the highest resale value of any fashion brand on earth — while remaining the most accessible. How is that possible? DAY-ONES already know: TELFAR IS EASY TO GET — IF YOU GET TELFAR. If you get us — you get us — we got you.”
In addition, the statement made it clear that “fly” people deserve access to apparel that matches their vibe, as it’s not what you wear but how you wear it.
“TELFAR LIVE is how we turn that into a radical new way of selling online. Why? Because if we price our clothes according to their flyness — less fly people can get them and the people that get them will be less fly. If less people get them, we can’t make as many. If we can’t make as many — the price stays high. But if we lower the price — will people think it’s less fly? Are we stuck? Na — we go.”
For more details, check out the fashion brand’s website.
