What does the word trend mean to you?

Us fashion industry types spend an inordinate amount of time gazing at trends. Analyzing them, wondering what they mean, which ones to follow and which ones to ignore. Stressing about missing out, being late, being early or getting it wrong. We use trends to create desire and drive newness but with limited resources and the drive to create less not more, do trends even matter anymore?

Post pandemic, many things are up for re-invention and one of these is the model by which we create footwear and put it out into the world. The traditional supply and demand model that most of us have worked within is incredibly inefficient…