Supply chain
DESIGN BRIEF TO NEXT DROP
One continuous loop. The last step feeds the first — customer data decides what gets developed next, which is the whole argument for owning product development rather than buying finished garments.
Indicative full cycle: 110 days · target repeat cycle: 45 days
Europe design brief
UK
5 days
India product development
India
10 days
Fabric sourcing
India
12 days
Sampling
India
14 days
Fit approval
UK + India
7 days
Production
Vendor network
28 days
Quality control
India
5 days
Packing
India
3 days
Export and freight
India → UK
12 days
UK / EU fulfilment
3PL
2 days
Customer
UK / EU
2 days
Returns
3PL
7 days
Data and customer insight
India tech
3 days
Next product drop
UK + India
Loop
Where time is lost
Fit approval and fabric sourcing. Both are fixable with an in-house sample room and a standing weekly review slot.
Where cost is decided
Fabric and MOQ, before a single garment is cut. Flexible MOQ costs 8–15% per unit — that is the price of not overproducing.
Where the brand is won
Returns and repeat purchase. A return is a fit-data event, not just a cost line.