For her collection I’m Social Distancing Fuck Off shirt. Aden designed the kinds of pieces she’d always been looking for. Offered in a range of tranquil colors, her turbans and hijabs integrate seamlessly into a uniform. Best of all, each purchase comes with a matching donation to provide PPE for those in need. “I wanted something that would bring joy to the patients and the health care workers,” she says. “When it came time to design the sets, I chose shades that I associate with peace instead of the standard white; colors just made me feel good looking at them.” Ease of wear was also essential.
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All to say, while traditional fashion companies are overhauling their businesses and struggling to stay afloat, Lunya has little to fix. “We’re going to go deeper in what we do, for sure I’m Social Distancing Fuck Off shirt. Merrill says. She’s released new collections in lockdown, like breezy linen-silk jumpsuits and shirts, and says she hopes to introduce more options to serve a wider group of people in the future. (On that note, Lunya does have a men’s counterpart, Lahgo, for guys who are interested. Our clothes are already so finely tuned for this, so we’re focusing on things that are less visible to the consumer, like shortening factory lead times to help us be more reactive, hold less inventory, and ultimately create less waste,” Merrill says. “Right now, I can get most of my product within two months, and some within seven days, so I can almost produce on demand. We need to move toward delivering things to the consumer when they really want them. I think you’re going to see a lot of brands working on that, because as wholesale becomes a smaller piece of the pie and brands take on the responsibility of carrying their own inventory [through direct-to-consumer sales], they’ll have to improve their buying habits to avoid waste. That’s the ideal scenario, for the planet and for your business.
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