While the Percent God is dope shirt. Pledge emphasizes the lack of representation for Black-owned businesses in nationwide stores, its impetus also stemmed from the challenges James faced as a Black woman establishing a luxury brand and navigating the upper echelons of the fashion industry. Even with Something Special, this was at the front of her mind. “My biggest fear in launching that program, if I’m honest with you, was that people were going to look down on it because it was a subscription model and therefore wasn’t considered luxury. The fashion industry is really tough, especially as a Black woman who’s selling a luxury product. There’s a lot of pressure on me personally as a designer to always stay in that space.

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All to say, while traditional fashion companies are overhauling their businesses and struggling to stay afloat, Lunya has little to fix. “We’re going to go deeper in what we do, for sure God is dope shirt. Merrill says. She’s released new collections in lockdown, like breezy linen-silk jumpsuits and shirts, and says she hopes to introduce more options to serve a wider group of people in the future. (On that note, Lunya does have a men’s counterpart, Lahgo, for guys who are interested.)
Our clothes are already so finely tuned for this, so we’re focusing on things that are less visible to the consumer, like shortening factory lead times to help us be more reactive, hold less inventory, and ultimately create less waste,” Merrill says. “Right now, I can get most of my product within two months, and some within seven days, so I can almost produce on demand. We need to move toward delivering things to the consumer when they really want them. I think you’re going to see a lot of brands working on that, because as wholesale becomes a smaller piece of the pie and brands take on the responsibility of carrying their own inventory [through direct-to-consumer sales], they’ll have to improve their buying habits to avoid waste. That’s the ideal scenario, for the planet and for your business.

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