In an industry that has long equated exclusivity with prestige, Telfar Clemens is once again rewriting the rules. The New York-based designer and founder of the celebrated unisex label TELFAR is launching a permanent collection with a twist: for the first time in fashion history, customers will choose the prices. Through a radical new model called Telfar Live Price, Clemens is challenging the elitism of designer pricing and making fashion more accessible, equitable, and sustainable—one second at a time.
A new pricing model with revolutionary implications
Launched on March 27, Telfar Live Price is more than a sales gimmick—it’s a structural shift in how fashion is valued and distributed. The model flips traditional pricing on its head: each garment begins at wholesale price (what retailers typically pay), then rises every second until it reaches full retail price. The catch? The moment an item sells out, it locks in its final price forever, becoming the permanent cost for future releases.
This mechanism means that higher demand results in lower prices—completely reversing the usual model, where popularity drives prices up and narrows access to only the wealthiest consumers. “If we price our clothes according to how cool they are, less cool people can afford them,” Clemens explained. “If less cool people can afford them, we can’t make as many. If we can’t make as many, the clothes will stay expensive. That’s not cool.” It’s a radical logic that reframes what it means to be fashionable—prioritizing community access over class distinction.
Redefining cool through collective empowerment
At its core, Telfar’s new strategy is a manifesto against the status-driven hierarchy of the fashion industry. It’s a direct rejection of the notion that trendiness should be measured by how inaccessible something is. With Live Price, value is created not through scarcity but through demand, placing power in the hands of the consumer.
This isn’t new territory for Telfar. Since its founding in 2004, the brand has continually rejected fashion elitism. The cult-favorite Telfar Shopping Bag—dubbed the “Bushwick Birkin”—has become a symbol of accessible luxury, selling out instantly while still remaining relatively affordable. It’s also broken records in resale markets, holding the highest average resale value of any designer brand at 195% of retail—beating even Hermès. This proves that accessibility doesn’t dilute value—it can, in fact, amplify it.
What sets Telfar apart isn’t just design—it’s vision. The label’s genuine connection to its community and unwavering commitment to inclusion have made it a cultural force. With Live Price, Clemens isn’t just releasing a new drop—he’s proposing a system that allows everyone, not just the fashion elite, to take part in defining what’s “in.”
Sustainability through intention, not illusion
Beyond economic democratization, Live Price has the potential to reshape the industry’s environmental footprint. By tying production directly to demand, Telfar minimizes overproduction—one of fashion’s most pressing environmental issues. Instead of guessing at consumer interest, the model responds to real-time data, ensuring that supply meets actual desire rather than manufactured hype.
This commitment to sustainability is embedded in the structure of the release. Weekly drops running from March 27 to April 24 allow for a measured production cycle, reducing unnecessary waste and eliminating deadstock. In a world where fast fashion floods landfills and luxury brands burn unsold inventory, Telfar’s made-to-order model offers a viable, scalable alternative.
It’s proof that inclusivity and sustainability aren’t mutually exclusive. When brands align their values with action, innovation naturally follows—and so does trust. By creating clothes that people want and can afford—on their terms—Telfar is proving that ethical fashion can still be desirable, profitable, and cool.
A future model for the fashion industry
Telfar Live Price isn’t just a clever innovation—it’s a disruption with staying power. As more consumers demand transparency, affordability, and ethics from the brands they support, models like this could become a new industry standard. Rather than chasing hype cycles or manufacturing scarcity, designers might begin to see community engagement as the truest currency of value.
By letting the people decide the price, Clemens hands fashion back to its wearers. No velvet ropes. No gatekeepers. Just a bold vision rooted in access, intention, and cultural relevance.
In an era where the fashion system feels more fractured than ever, Telfar is offering a blueprint for rebuilding it—one equitable second at a time.
