Too much of everything – that's unfortunately a daily occurrence in the fashion industry. Collections are released monthly, warehouses fill up faster than they're emptied – and ultimately, vast amounts of unworn clothing end up in landfills. It's time to stop this trend.
The origin of the problem
The change began with the "prêt-à-porter" trend of the 1930s: Clothing was no longer individually tailored, but pre-produced – in standard sizes and for anonymous buyers. By the 1950s, this practice became the norm. Later, production moved to places where wages were lower and environmental regulations were more relaxed.
What began in Europe became a global business model. And with it, a new problem arose: overproduction.
Why so much is produced today
Geographically outsourcing manufacturing dramatically increased lead times. Brands had to plan their orders months in advance—based on assumptions, not facts. This inevitably led to stockouts or overstocked warehouses.
Fast fashion has made things worse: instead of two collections a year, there are now up to 30 – a constant wave of new goods that at some point no one needs anymore.
The result? Mountains of unsold clothing. A large portion of it ends up in developing countries—not in closets, but in landfills.
The solution: Demand-based production
The solution is obvious: Produce less, but better. This is called "needs-based manufacturing." The idea: Clothing is only produced when it is actually needed and worn – ideally in smaller, flexibly controllable production cycles.
Technology can help here – for example, through automated customization or smart ordering processes. But consumers also have a role to play: More conscious purchasing creates demand for sustainable systems.
What does this have to do with BREDDY'S?
At BREDDY'S, we produce in manageable quantities – not for the mass market, but for people who truly want to use long-lasting clothing. Our goal: fashion that lasts. Not fashion that sits dormant.
Because in the end, what counts is not how many collections are released each year – but how long a single good piece of clothing is worn.
