When we launched Hast, fashion industry insiders told us:
“You won't survive on those margins; your business model just doesn't work. How can a shirt crafted entirely in Europe, costing you around €24, retail for €54 including VAT while offering free delivery and free initial returns? You need a markup of at least 5 to 6 times your cost price to get by! With logistics costs, you won't last long…”
A bold venture. 1,000 shirts was our first test run in September 2012, and they sold out in a month. Our message resonated and received great encouragement, strengthening our confidence in the project. So yes, it was a bold step: a crowded market and slender margins for growth. But as René Char so aptly wrote: “Claim your luck, embrace your joy and run your risk. Looking at you, they will get used to it.”
Our good fortune: surrounding ourselves well and finding exacting partners!
Our joy: doing what we love every day and serving loyal, delighted customers.
Our venture: offering an innovative approach to the fashion industry.
Our finest tool for getting known: word of mouth.
Our own approach. Today, this model is becoming widespread, with more and more brands bypassing middlemen to offer higher quality pieces at accessible prices. And we couldn't be more pleased: increasing numbers of you share our vision—one of fair pricing and a deeper appreciation of garment making and craftsmanship. A thoughtful, ultimately more sensible way of doing things, while recognising that seasonal sales often no longer serve their original purpose.
Accessible everywhere. We apply this philosophy to every piece we make, seeking out fine craftsmanship to make it available to as many people as possible.
Note: This sometimes explains the price difference between our various pieces, as certain fabrics or manufacturing techniques are more costly than others.
Admittedly, we do not have hundreds of stockists, but we are always accessible on our website throughout France, at any hour. While our reach could have been greater, we are at least confident that our promise is always kept. On occasion, we may partner with temporary pop-ups simply to introduce ourselves, allowing you to see and try on our pieces in person. We carefully manage this channel to ensure, once again, that our promise is honoured.
We have also opened two boutiques where we offer the same service as on our website: premium pieces at accessible prices. More and more of you are coming to visit us!
Thank you for making the Hast brand a success. Thank you for following our journey.
