Championing accessible fashion, Telfar, an American brand, implemented its pre-order system in late 2020 to tackle the persistent issue of limited stock for its highly coveted it-bag. After two and a half years, the Telfar Bag Security project is getting ready to bid farewell, but not before organizing its fifth and final drop.
From June 16 to June 18, fans of the brand will have the opportunity to sign up online and order “any bag, in any size, and any color,” as promised by Telfar. However, there’s a small catch: the items will be shipped between June 26 and August 31, marking the quickest delivery time since the project’s inception.
Telfar has become a resounding success in the retail industry. Launched in 2014, the Telfar reference bag reached its peak popularity in 2020, thanks to the numerous awards received by its creator, Telfar Clemens, from the Council of Fashion Designers of America. Clemens explained to The Guardian that “The CFDA money allowed us to accelerate production and develop our marketing plan. We initially put 100 bags online, which was unprecedented for our e-shop. They all sold out overnight. So, we offered 300, then 1000, for sale.”
Referred to as the “Bushwick Birkin” after the New York neighborhood where the brand’s workshops are located, this vegan bag became one of the most sought-after accessories on Lyst, a fashion search engine, in late 2020. Is the decline in popularity signaling the end of a cycle? In a statement, Telfar announced its intention to focus on new commercial strategies. The brand recently informed its community about a private sale through SMS and introduced a new pricing system earlier this year that allows for real-time adjustments based on demand.
Sources reveal that Telfar is also gearing up to expand its physical retail presence with brick-and-mortar stores in the coming year. The rise of Telfar is a testament to the brand’s dedication to accessibility and sartorial excellence.
Useful links:
1. Telfar official website
2. Lyst fashion search engine
