Transparency

For years the clothing industry and its costs have been hidden behind a theoretical curtain. Therefore it's been hard for consumers to understand why clothes cost what they do, and where in the supply chain their money goes.

However recently, a few brands have been much more transparent in their costs. This is crucial to educating consumers as to why some clothes cost more than others, especially the sustainable ones.

Sure, a t-shirt could cost £5. But in reality, it shouldn't. Some costs are non-negotiable such as the price of high quality cotton.

Still, cheap clothes can only be made when costs are low. These clothes prices are kept so low because the people taking hours to create them are paid pennies. This combined with the fact after you wash it once it starts to resemble something more similar to sandpaper leads to one conclusion. Fast-fashion clothes are far more expensive than you think, it's just you're not paying that cost. 

What should clothes cost?

It's very common for clothing brands to aim to achieve a 70% gross margin on their direct to consumer products. That means a polo that costs them £10 to make, will cost you £35 to buy + delivery. 

As an example, our recent release the Carlton polo costs us £40 to make. This includes materials, labour, shipping, packaging and delivery. (For those that don't live within the UK, the cost we pay for delivery has been factored in to the price you pay to have our items to be shipped, making it cheaper for you.)

We wanted to create clothes for a certain type of customer, someone who wants to invest in better quality, and someone who has a conscience. Some people genuinely can't afford to buy clothes at a higher price point, but those people also can't afford to buy 'hauls' of clothes. The vast majority of people can afford to pay for better.

So what should clothes really cost? We think somewhere similar to what our clothes cost, but probably more. If we was to follow the 70% margin rule, Our polo would cost £135, but we understand one of the reasons sustainable clothing hasn't gone mainstream is due to the high costs associated with them.

Therefore we make our clothes to last in quality, and be timeless in style so you can still wear it proudly years later. If you wear a £35 item five times, you've essentially paid £7 per wear. If you wear a £70 item fifty times, you've paid £1.40 per wear. This is how consumers should think about price when buying clothes.

When you put on that £70 item the fiftieth time and it still feels better than the fifth time you wore the £35 item. You'll understand why you still shop at Edner.