Not New is a statement in reaction to the fashion industry not taking its own advice.
The designers in our feeds make their money because they already know how we’re going to spend our own. They produce hundreds of new items each season, have markdown outlet malls pushing even cheaper products, and burn unsold clothes, despite believing in the necessity of only a few pieces and a good tailor.
Not New begins with a capsule collection in which every garment is necessary. It’s made up only of the garments editors tell you, “You should have this in your closet.” It’s not overly minimalist or overly maximalist. It’s colorful and bold, notifying everyone that you’re in on the joke. Each piece is vintage with a flawless fit and shipped using recyclable materials.
“Shop Vintage, Not New.”