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Emma Elwin

Notes from a Swedish stylist


A New Way of Shopping With NO FIRM

Posted in Style
by Emma Elwin on 9 June, 2017

The dress Emma is wearing is available via new community brand NO FIRM—if enough people pre-order it. Such a brilliant idea, if you ask Emma.

As you’ve probably figured out, new business models disrupting traditional ways of doing things in the fashion industry—i.e. producing way too much clothes, way too fast—really excites me.

One new concept that has caught my attention recently is NO FIRM. NO FIRM is something as exciting as a community brand. Launched by psychologists Mikael Jonsson and Tao De La Torre Sola, NO FIRM provides a platform for customers to pre-order garments from a group of independent designers. If enough orders are made, the garment will be put in production. In this way, nothing is produced unless demand is already established. NO FIRM also provides information about the production processes applied by the different independent designers, and make sure that the customer get their ordered garment within three weeks (if it reaches the production stage).

I got the opportunity of trying out a dress from one of NO FIRM’s designers, Martina Cella. It’s only a sample and will only reach the production stage if enough people order it. I really hope so because I want to buy it! So if you like it too, place your order here and we’ll be responsbile for getting it produced together. Get a 50% discount by using the code EmmaElwin_200 at check out!

PROMOTION. This post is presented in collaboration with NO FIRM.


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