I felt a sense of guilt Santa claus and reindeer ugly christmas shirt. So when I decided to launch a line, the first thing I did was go back to the artisanal village. I spent a few weeks there just watching how they work and thought about how I could incorporate technology.” She started with textiles, using algorithms to create silhouettes and prints, and developed a digital-first, on-demand production model to avoid creating excess inventory. “I basically run my fashion company like a restaurant,” she says. “We don’t produce anything unless we have an order.
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