No More SOSICO. Collections?
You might've seen a related post pop up on our Twitter about a week ago. We are not going to be dropping anymore seasonal collections this year. That's a fact - sorry not sorry. Instead, we will be releasing a product, or a few random products at a time.
No, we are not biting Supreme or other hype brands. Our goal is not to sell out an entire collection every Thursday morning in a matter of minutes. (Although that would be pretty cool in most ways.) Our goal is to break away from the industry "norms".
For a long time, clothing brands in general have been releasing collections based on a seasonal calendar, this is nothing new, and nothing that is going to change anytime soon. It works within the current market, and it has for years. With that said, there is a small potential that a paradigm may be in the process of shifting though.
Retail is turning into e-commerce (or online retail), and anchor stores like Macy's and Bed Bath and Beyond are leaving malls. Streetwear has always been an independent market in itself and has made a bold statement to stray away from the mainstream - so how are department store giants like Macy's relevant to this? Simply, technology trends.
Due to the advancements in smartphones within recent years, EVERYTHING is becoming more and more accessible / convenient. It's more convenient to do the bulk of your shopping from your phone without ever having to go out. You save gas, you save time, and with ad-mail and email promotions, you can save a couple bucks without ever having to skim through the flyers or hunt around for sales in stores. It's practical and it makes more sense. E-Commerce giants like Amazon offer free 2-day shipping. Companies like Jack Threads and Karmaloop offer a wide selection of clothing and discounts all under one webpage for accessibility.
Time is everything. People's attention spans are almost nonexistent. They want something only when it's convenient to them. Because of social media, we are all connected. And at the same time, because we are all connected, originality dwindles and markets are oversaturated with everyones ideas. People have too many options.
When is the last time you bought everything from one store, or one brand? It's a strong possibility that your entire ensemble is put together from a wide variety of places. People have a more diverse taste in fashion, especially in streetwear.
An example of a basic outfit:
- Shoes: Vans, Nike, Adidas, Converse, etc.
- Socks: Stance, 40s and Shorties, HUF, etc.
- Underwear: Calvin Klein, Hanes, Tommy Hilfiger, etc.
- Pants: Levis, Dickies, Naked and Famous, etc.
- Shirt: SOSICO., The Hundreds, Diamond Supply Co., etc.
- Outerwear: Patagonia, BAPE, North Face, etc.
- Headwear: New Era, Mitchell and Ness, '47 Brand, etc.
- Accessories: Nixon, Hershel Supply Co., JanSport, etc.
No brand was named twice in any category, and although some span many - if not all, the facts hold true that most peoples outfits are made up of many brands. It's rare that a customer goes anywhere and spends their hard earned cash on one of everything in a store, no matter how much they like it. It's about specialty items / specific items, as well as diversity.
Now that the 'lecture' is over, here is where we stand. Here is were SOSICO. stands.
We are a small independent brand nestled in central Rhode Island. We plan to use this to our advantage in more ways than one. The primary being that we can move quicker than our much larger streetwear competitors. We can turnaround an entire product in a matter of a month or two - from concept to finished product ready to be shipped out. Our competitors on the other hand have to deal with major stockists, purchase orders, larger product runs with bigger lead times, and ultimately more risk.
We have more freedom to experiment with different products, and offer them in very small quantities and limited runs. Nobody likes walking into the room to find out they're wearing the same shirt as someone else. We're pushing back to the roots of exclusion.
Peoples attention spans are smaller, pockets are tighter, and time is shorter. Too many options can actually push people away when someone feels like they're forcing themselves to make a decision. Too much variety can be bad. It sounds insane, but it's very true. We want to make everything easier for everyone involved. Win / Win?
We're sick of blending in and doing what everyone else has been doing. We're breaking out of trends and paving our own path, as we always have, and we hope you stick around. 2017 is going to be a hell of a year.
New product dropping very soon.