Keep it simple

By Alex Jordan 18 : 07 : 2016 Per/Se : Fashion : Made-to-order

London – Per/Se is a fashion brand with a less-is-more approach to retail.

Shoppers at Per/Se won’t be spoilt for choice, but that is the point
Per/Se makes one coat, and one only, as an antidote to the dilemma of choice

It was Ikea’s chief sustainability officer Steve Howard who made the point earlier this year: ‘If we look on a global basis, in the West we have probably hit peak stuff.’ Per/Se founders Mandeep and Hardeep Kaur take a similar view in their manifesto, stating that their approach is about focusing on one concept and doing it well.

The duo’s first product, the Nebula coat, retails for £495 ($657, €593) and is made from fabric produced by Danish brand Kvadrat. It features wide-cut, three-quarter-length sleeves and an open collar.

Each item is made to order at the brand’s London studio and shipped internationally. Per/Se will make the Nebula coat for two months, before launching a different product on its site. This follows a similar approach spotted earlier this year by homeware brand Piaule, which only releases products one by one, starting with a 100% Japanese cotton bath towel.

The Big Picture

Giving shoppers an abundance of choice may become a thing of the past, as brands impose their own point of view on consumers with a take-it-or-leave-it attitude. Find out more in our Backlash Brands macrotrend.