Written by Fashion Tales

Paris-based fashion brand AÉRYNE has decided to put an end to all mass- produced retail collaborations. Instead, every garment will be especially made for the customer with 100% leftover fabric. The new On-Demand system will not only meet the same delivery time, but also combat one of the biggest environmental threats caused by the fashion industry - Overstock.

The fashion market is worth $2.5 trillion globally and is after oil and coal, the most polluting industry. Today many clothing brands are investing in sustainable fabrics, but often missing the bigger picture, not questioning the traditional production model.

The problem is not what we sell, but what we don’t sell. Due to mass-produced collections based on uncertain trend analyses and guesses, large amounts of clothes end up in stock rooms at the end of the season, with tons of clothes being burnt each year. Burberry alone burned unsold stock for 37.6 million dollars in 2018. Our industry have mass-produced itself into being one of the world’s biggest environmental damaging industries, while depleting resources, devastating and polluting lands, oceans and whole countries.” - Siri Vikman, CEO

From the 16th of September, AÉRYNE’s customers will be able to purchase the first On-Demand collection made in Hungary. By only producing upon order, AÉRYNE will dramatically minimize fabric waste, reduce carbon emissions and preserve the earth’s resources. Customers will receive notifications throughout the production process, as well as information on who is sewing their garments, in order to ensure 100% transparency. When the garment is ready, it is sent straight from the AÉRYNE Atelier within the normal delivery time, cutting all middle hands and unnecessary detours.

We have to start taking environmental responsibility and stop blaming the end consumers. Sustainable fabrics are essential, but it doesn't change the core problem. We need to redefine the meaning of sustainability and acknowledge the gravity of overstock while there is still time. I started AÉRYNE with a vision of changing the indu- stry, and 5 years later the On-demand system is finally here. The fashion revolution has officially started” - Siri Vikman, CEO