I originally introduced preorders so that seasonal launches wouldn’t feel like a race. At the time, it allowed more people access to special collections without everything disappearing immediately.
Over the past few years, demand has grown significantly. The volume of preorders now extends fulfillment timelines and pushes launches further out than I would like.
At this scale, the preorder structure no longer supports the kind of experience I want to offer. I’ve always kept the brand intentionally small and focused, and that isn’t changing of course. But the way special and seasonal collections are handled needs to evolve to meet the level of demand.
Moving forward, I’ll be returning to ready-to-ship releases, with a focus on restocking after sell-outs whenever possible. This keeps timelines tighter and allows the work to stay precise, while giving me more room to assess and restock collections.
Preorders may still exist for certain smaller or seasonal launches, but they will be considered on a case-by-case basis.
Thank you to everyone who has supported the preorder system as my brand has grown.