Luxury clothing industry is pretty much a scam…

You have companies inflating the price because $2,000 for a handbag that looks like something ordinary from a distance is luxury. A large brand logo is a sign of luxury and you are paying extra for it being prominently displayed. Artificial scarcity is being created by burning all the unsold items from the last collection. But this might be changing.

I personally don’t mind buying some luxury items as long as they look pretty, the materials feel good and look good, the logo is only discernible at a closer inspection. But these days I also require some form of service. I have recently bought Kimeze sunglasses, and the brand logo on them fell out. Kimeze is a London based company, and I bought the sunglasses right on their website. They sent me brand new sunglasses when I reported the fault. Direct communication with the company and service after purchase is part of the brand. You can buy Prada sunglasses that are not even made by Prada, companies pay Prada to use their logo. And when they break, where would you turn to repair them or have them replaced?

Similarly, Nudies jeans, a Swedish firm is offering to repair your torn jeans. I have a piece at home and quite frankly don’t know how this works. The nearest boutique is in Munich. However, they might have an online service. Either way, Nudies are really good and have instantly become my favorite piece of clothing, and I am getting another pair as soon as I feel financially ready. And the point of this rant is that clothing companies need to evolve because consumer habits are also evolving. A brand is no longer a logo, it is the product, and the positioning. Pricing no longer reflects quality and the people know it. Funny that you will never see Elon Musk, Jeff Bezos, or Mark Zuckerberg with flashy branded clothing. But their t-shirts are made of silk. 😆👌