Apparel brands can build customer loyalty with high quality fabrics. Burberry’s trench coat is iconic, classic and reliable, with its rich handfeel, substantial weight, and water repellent properties. Loro Piana and Ermenegildo Zegna only use the world’s finest raw materials in luxurious fabrics that are spun, dyed and woven in their own mills.
Higher priced brands can afford to keep their fabrics unchanged. You can rely on the thick, compact jersey of Le Mont St. Michel and Saint James’ Breton stripes. APC still offers their 14 oz. 100% cotton raw denim from Japan.
It is a challenge to find accessibly priced clothing brands that consistently use reliable, high quality fabric. Most clothing customers aren’t making purchasing decisions based on fabric. Color, style, fit, trends and impulses determine purchasing decisions more than fabric quality.
Mass marketed brands will source fabric based on price, and the quality only needs to meet some baseline testing requirements. It’s not uncommon for apparel brands to constantly switch out fabric sources for even their most basic items, like jersey tees, denim jeans and oxford shirts. The expectation is that their customers will not notice the difference. Sales will not be affected, and margins would increase.
There are exceptions, and I am always on the lookout for them. Here’s one accessibly priced brand that has consistently high fabric quality - Scissors and Things! We use Liberty of London prints, Italian linen, and certified organic cotton in our products, and we won’t swap them out for cheaper sources.
We may offer fabric from other mills in the future, but when we do we will share what makes the new materials are so great. Our customers and fans can rely on this: Scissors and Things is and will always be all about the fabric.
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