Avery Truffleman

If a unit doesn't sell, you can turn to your boss and be like, well, I was following what WGSN said. I was making the best, most educated guess I possibly could. Which leads us to this new sort of layer of the trend question, which is like, Are they actually giving us what we want or are we just buying what's there?

If a unit doesn't sell, you can turn to your boss and be like, well, I was following what WGSN said. I was making the best, most educated guess I possibly could. Which leads us to this new sort of layer of the trend question, which is like, Are they actually giving us what we want or are we just buying what's there?

Because if WGSN says like this shade of green is in and that's what's in all the shops and we just buy it, are they dictating the trend to us?

Because if WGSN says like this shade of green is in and that's what's in all the shops and we just buy it, are they dictating the trend to us?

I mean, yeah, and it's part of the push and pull of fashion, right? That people will say something is in, and then a group of people will be like, no, I resist. So that's the thing. In this dialectic, you can't win. If you're resisting the fashion, you're still part of the movement against it. I think it's hard to be too dogmatic.

I mean, yeah, and it's part of the push and pull of fashion, right? That people will say something is in, and then a group of people will be like, no, I resist. So that's the thing. In this dialectic, you can't win. If you're resisting the fashion, you're still part of the movement against it. I think it's hard to be too dogmatic.

And I also think there's a bit of ignorance in saying, like, I don't follow trends. It's like, come on, honey, you do a little bit. Even in the way you wear your hair, there's just like... Your skin care, whatever. There's no escape.

And I also think there's a bit of ignorance in saying, like, I don't follow trends. It's like, come on, honey, you do a little bit. Even in the way you wear your hair, there's just like... Your skin care, whatever. There's no escape.

And that's a beautiful thing. You live in your time. You live in your world. You live in your community. You can't pretend that you're just a body in a jar not living in the world. I don't think there's anything wrong with that. But I think, yeah, this is part of the difference between shopping and fashion. I think you can observe fashion.

And that's a beautiful thing. You live in your time. You live in your world. You live in your community. You can't pretend that you're just a body in a jar not living in the world. I don't think there's anything wrong with that. But I think, yeah, this is part of the difference between shopping and fashion. I think you can observe fashion.

I think you can, like, change the clothes you already have to be more in fashion. You know, you can cut off your shorts. You can... embroider a shirt. You can do things that make clothes keep up with fashion without shopping. And you can observe fashion and know what's in fashion without having to go out and like buy it.

I think you can, like, change the clothes you already have to be more in fashion. You know, you can cut off your shorts. You can... embroider a shirt. You can do things that make clothes keep up with fashion without shopping. And you can observe fashion and know what's in fashion without having to go out and like buy it.

Well, I think it'll be interesting. I think a lot of companies, you know, again, because they're these big institutions that have to move a lot of product. I think someone who I talked to at sort of a mid-tier mainstream fashion company was telling me that their lines are going to have to be a lot smaller. They can't just make these huge dumps of seasons.

Well, I think it'll be interesting. I think a lot of companies, you know, again, because they're these big institutions that have to move a lot of product. I think someone who I talked to at sort of a mid-tier mainstream fashion company was telling me that their lines are going to have to be a lot smaller. They can't just make these huge dumps of seasons.

They have to start editing and be really specific. And I think to make one brand stand out from another is— This might mean that the clothes will have to start being more signature, more interesting. That's like a best-case scenario, which would be nice. Who knows? Maybe they'd just lean into trends and basics and whatever they know will actually move product.

They have to start editing and be really specific. And I think to make one brand stand out from another is— This might mean that the clothes will have to start being more signature, more interesting. That's like a best-case scenario, which would be nice. Who knows? Maybe they'd just lean into trends and basics and whatever they know will actually move product.

I mean, ultimately, it's going to hurt small designers, which is the sad thing that most... Interesting creators committed to high quality are probably going to suffer. But it's going to make a huge change. It's going to be massive.

I mean, ultimately, it's going to hurt small designers, which is the sad thing that most... Interesting creators committed to high quality are probably going to suffer. But it's going to make a huge change. It's going to be massive.

100%.

100%.

Oh, well, I certainly wouldn't say I'm a podcaster. That's like the most embarrassing thing you could possibly say. But it is the truth.

Oh, well, I certainly wouldn't say I'm a podcaster. That's like the most embarrassing thing you could possibly say. But it is the truth.

why we either talk about it in this really frivolous way or we talk about it in this super bummer way that just like, oh, there are piles of clothes, you know, in the middle of the desert piling up. And, you know, we either talk about like waste and labor and the horrible historical roots of clothing manufacture or we talk about the frivolous superficial part of it.

why we either talk about it in this really frivolous way or we talk about it in this super bummer way that just like, oh, there are piles of clothes, you know, in the middle of the desert piling up. And, you know, we either talk about like waste and labor and the horrible historical roots of clothing manufacture or we talk about the frivolous superficial part of it.

And I really was like, oh, there's something in the middle. I think there's a way to look at clothing and look at fashion and look at our desires in the same way we look at food trends or design trends. So I think it's all come from like skepticism and curiosity. And then the more I learn about it, the more sort of in love with it I fall. It's endlessly fascinating.

And I really was like, oh, there's something in the middle. I think there's a way to look at clothing and look at fashion and look at our desires in the same way we look at food trends or design trends. So I think it's all come from like skepticism and curiosity. And then the more I learn about it, the more sort of in love with it I fall. It's endlessly fascinating.

I mean, well, that's a secret sauce, right? Like, if I knew how that worked, I wouldn't be working in podcasting, honey. No, I mean, it's sort of this, like, alchemical process that people love to wax poetic about. Most high-end fashion brands are owned by like three companies. You know, it's either Kering or LVMH or Richemont.

I mean, well, that's a secret sauce, right? Like, if I knew how that worked, I wouldn't be working in podcasting, honey. No, I mean, it's sort of this, like, alchemical process that people love to wax poetic about. Most high-end fashion brands are owned by like three companies. You know, it's either Kering or LVMH or Richemont.

It's not this like ragtag assemblage of designers kind of doing their own thing. So the fashion space has gotten very, very corporate. And even among whatever mainstream mall brands, a lot of them have these like parent companies that are traded on the stock market that are looking to just move as many units as they possibly can.

It's not this like ragtag assemblage of designers kind of doing their own thing. So the fashion space has gotten very, very corporate. And even among whatever mainstream mall brands, a lot of them have these like parent companies that are traded on the stock market that are looking to just move as many units as they possibly can.

And the best way to make sure they move a lot of units is to make stuff that is, to put it indelicately, sort of boring. Like stuff that is not too weird. Stuff that people will actually want to wear. Stuff that people are interested in. And there are huge... livelihoods at stake. This really took off in the 80s.

And the best way to make sure they move a lot of units is to make stuff that is, to put it indelicately, sort of boring. Like stuff that is not too weird. Stuff that people will actually want to wear. Stuff that people are interested in. And there are huge... livelihoods at stake. This really took off in the 80s.

Designers pushed this movement called frou-frou, like mini skirts, big shoulders, sort of like very Dallas.

Designers pushed this movement called frou-frou, like mini skirts, big shoulders, sort of like very Dallas.

Yeah, very, like, power office wear. And it was peddled out to women, and they were like, no. What? Are you kidding me? Like, I go to an office. I'm not going to wear this. I'm not going to wear this, like, little mini skirt and these big padded shoulders. I need to be taken seriously at board meetings. No thanks. And so they just didn't buy. And it was this huge moment.

Yeah, very, like, power office wear. And it was peddled out to women, and they were like, no. What? Are you kidding me? Like, I go to an office. I'm not going to wear this. I'm not going to wear this, like, little mini skirt and these big padded shoulders. I need to be taken seriously at board meetings. No thanks. And so they just didn't buy. And it was this huge moment.

A lot of companies, like the bottom fell out of a lot of companies. They lost a lot of sales. And so when people aren't buying, it's a death sentence. It's really, really terrible. So it was this moment where fashion companies are sort of like, well, shit, I guess we have to ask people what they want or like figure out. We can't dictate to them what to wear. We have to figure out what they want.

A lot of companies, like the bottom fell out of a lot of companies. They lost a lot of sales. And so when people aren't buying, it's a death sentence. It's really, really terrible. So it was this moment where fashion companies are sort of like, well, shit, I guess we have to ask people what they want or like figure out. We can't dictate to them what to wear. We have to figure out what they want.

And it was the rise of the trend forecasting company where they could pay pay a service to make something of a guarantee, like, okay, in two years, this is what people will want. And whether or not they obey those tips, I would say most companies consult, at least, a trend forecasting company. Because if nothing else, it's a great way to hedge your bets.

And it was the rise of the trend forecasting company where they could pay pay a service to make something of a guarantee, like, okay, in two years, this is what people will want. And whether or not they obey those tips, I would say most companies consult, at least, a trend forecasting company. Because if nothing else, it's a great way to hedge your bets.

If a unit doesn't sell, you can turn to your boss and be like, well, I was following what WGSN said. I was making the best, most educated guess I possibly could. Which leads us to this new sort of layer of the trend question, which is like, Are they actually giving us what we want or are we just buying what's there?

Because if WGSN says like this shade of green is in and that's what's in all the shops and we just buy it, are they dictating the trend to us?

I mean, yeah, and it's part of the push and pull of fashion, right? That people will say something is in, and then a group of people will be like, no, I resist. So that's the thing. In this dialectic, you can't win. If you're resisting the fashion, you're still part of the movement against it. I think it's hard to be too dogmatic.

And I also think there's a bit of ignorance in saying, like, I don't follow trends. It's like, come on, honey, you do a little bit. Even in the way you wear your hair, there's just like... Your skin care, whatever. There's no escape.

And that's a beautiful thing. You live in your time. You live in your world. You live in your community. You can't pretend that you're just a body in a jar not living in the world. I don't think there's anything wrong with that. But I think, yeah, this is part of the difference between shopping and fashion. I think you can observe fashion.

I think you can, like, change the clothes you already have to be more in fashion. You know, you can cut off your shorts. You can... embroider a shirt. You can do things that make clothes keep up with fashion without shopping. And you can observe fashion and know what's in fashion without having to go out and like buy it.

Well, I think it'll be interesting. I think a lot of companies, you know, again, because they're these big institutions that have to move a lot of product. I think someone who I talked to at sort of a mid-tier mainstream fashion company was telling me that their lines are going to have to be a lot smaller. They can't just make these huge dumps of seasons.

They have to start editing and be really specific. And I think to make one brand stand out from another is— This might mean that the clothes will have to start being more signature, more interesting. That's like a best-case scenario, which would be nice. Who knows? Maybe they'd just lean into trends and basics and whatever they know will actually move product.

I mean, ultimately, it's going to hurt small designers, which is the sad thing that most... Interesting creators committed to high quality are probably going to suffer. But it's going to make a huge change. It's going to be massive.

100%.

Oh, well, I certainly wouldn't say I'm a podcaster. That's like the most embarrassing thing you could possibly say. But it is the truth.

why we either talk about it in this really frivolous way or we talk about it in this super bummer way that just like, oh, there are piles of clothes, you know, in the middle of the desert piling up. And, you know, we either talk about like waste and labor and the horrible historical roots of clothing manufacture or we talk about the frivolous superficial part of it.

And I really was like, oh, there's something in the middle. I think there's a way to look at clothing and look at fashion and look at our desires in the same way we look at food trends or design trends. So I think it's all come from like skepticism and curiosity. And then the more I learn about it, the more sort of in love with it I fall. It's endlessly fascinating.

I mean, well, that's a secret sauce, right? Like, if I knew how that worked, I wouldn't be working in podcasting, honey. No, I mean, it's sort of this, like, alchemical process that people love to wax poetic about. Most high-end fashion brands are owned by like three companies. You know, it's either Kering or LVMH or Richemont.

It's not this like ragtag assemblage of designers kind of doing their own thing. So the fashion space has gotten very, very corporate. And even among whatever mainstream mall brands, a lot of them have these like parent companies that are traded on the stock market that are looking to just move as many units as they possibly can.

And the best way to make sure they move a lot of units is to make stuff that is, to put it indelicately, sort of boring. Like stuff that is not too weird. Stuff that people will actually want to wear. Stuff that people are interested in. And there are huge... livelihoods at stake. This really took off in the 80s.

Designers pushed this movement called frou-frou, like mini skirts, big shoulders, sort of like very Dallas.

Yeah, very, like, power office wear. And it was peddled out to women, and they were like, no. What? Are you kidding me? Like, I go to an office. I'm not going to wear this. I'm not going to wear this, like, little mini skirt and these big padded shoulders. I need to be taken seriously at board meetings. No thanks. And so they just didn't buy. And it was this huge moment.

A lot of companies, like the bottom fell out of a lot of companies. They lost a lot of sales. And so when people aren't buying, it's a death sentence. It's really, really terrible. So it was this moment where fashion companies are sort of like, well, shit, I guess we have to ask people what they want or like figure out. We can't dictate to them what to wear. We have to figure out what they want.

And it was the rise of the trend forecasting company where they could pay pay a service to make something of a guarantee, like, okay, in two years, this is what people will want. And whether or not they obey those tips, I would say most companies consult, at least, a trend forecasting company. Because if nothing else, it's a great way to hedge your bets.