demand to determine the cost of its items. Prices will start at wholesale and rise incrementally up to retail price (the price the clothes would be sold at in a store). If an item sells out before reaching the retail price, it will remain at that discounted figure permanently.

This innovative approach ensures that the fastest-selling and most popular items are the most affordable, disrupting traditional notions of supply and demand, scarcity, and value perception. Telfar's new pricing system aims to challenge the fashion industry's norms surrounding pricing and dealing with demand.

For example, a Cup Hoodie starts at $150 on launch day but can sell for up to $600.Clemens has stated, “Many brands use price as a barrier to entry.

I never wanted that for my brand.” The dynamic pricing tool will be in place for new collections dropping until late April, allowing the company to collect data and gain insights into how to price future items. "Telfar's decision to trial live shopping was a savvy move…