Pre-orders are How We Win. Together.
Fashion has spent decades running on guesses—a high-stakes gamble disguised as strategy. Big brands sit around boardrooms, forecasting trends like they have crystal balls. They design collections a year in advance, crank out millions of pieces, ship them worldwide, then cross their fingers and hope you buy. If they get it wrong? No big deal. They slap on a discount sticker, write it off, and start the guessing game all over again.
Small brands? We don’t get to play that game. We get one shot. One chance to create something that resonates, because one wrong move isn’t just a loss—it can be the end of the road. One chance to make it right because we can’t afford to guess wrong. And if the last few years have taught us anything, it’s that guessing isn’t just risky—it’s survival roulette.
Why So Many Small Brands Are Gone
I’ve lost count of the sustainable brands I admired that have quietly disappeared over the past 18 months. Not because they weren’t good enough. Not because their products weren’t beautiful or their ethics weren’t strong enough. They vanished because the system they were operating in is designed to crush anyone who can’t keep up with its pace, its waste, its relentless demand for “more, faster, cheaper.”
It wasn’t one thing. It was everything crashing down at once—like watching dominoes fall, each one knocking down the next faster than you can catch your breath.
The pandemic cracked open the supply chain. The economy wobbled. The cost of living soared. Consumer habits shifted. Suddenly, even brands with loyal followings found themselves underwater because loyalty doesn’t pay the rent when people are tightening their budgets. Sustainable fashion? It felt like a luxury when survival became the priority.
But here’s the thing: survival is exactly why sustainability matters more than ever. Because when everything feels uncertain, the choices we make—what we support, what we buy—can create small pockets of certainty. And that's powerful.
Why Hernest Is Betting on Pre-Orders
After five years, we know who we are. We know what works. We’ve spent those years refining our fabrics, our fits, and building relationships with suppliers who share our values. But none of that matters if we can’t adapt to a world that changes faster than any trend cycle.
We can’t afford to make products and hope they sell. That’s like pouring water into a leaking bucket and crossing your fingers that it holds. Hope doesn’t pay the bills. Hope doesn’t keep small businesses alive. So, we’re done hoping. We’re asking.
Pre-orders are our answer to a system that was never built for brands like ours.
Instead of guessing, we let you tell us what you want. Instead of overproducing, we make exactly what’s needed. No waste. No excess. No dead stock gathering dust in a warehouse, waiting for a clearance sale. Just thoughtful, intentional production.
Proof That Pre-Orders Work in Sustainable Fashion
We’re not the first to do this. We’re not trying to be pioneers for the sake of it. We’re following in the footsteps of brands who have shown that there’s another way:
- Hiut Denim: They sell jeans in monthly “slots,” producing only what’s been ordered. I’ve been to their factory. It’s not just inspiring—it’s proof that craftsmanship thrives when it’s not chasing trends.
- Paynter Jackets: They open orders four times a year. That’s it. Limited drops, made with intention, and they sell out every time because people know they’re getting something real.
- Asphalte: They involve customers from the start, refining designs through feedback and only making what’s been claimed. No guessing. Just listening.
And right here in Canada? Free Label and Buttercream Clothing have made pre-orders part of their model, proving that this isn’t just a niche idea. It’s a model that works.
What’s In It for You?
Let’s be honest. Pre-orders often sound like they benefit the brand more than the customer. Less risk for us. Less waste for the planet. But what about you?
Here’s what I’ve learned, not just as a brand owner but as a customer who’s been on both sides of this:
- Peace of Mind: No more rushing to buy before your size sells out. You get exactly what you want because you’re part of the process.
- Less Clutter: You’re not impulse buying things that sit in your closet with the tags still on. You’re planning your wardrobe with intention.
- Financial Flexibility: You don’t have to pay everything upfront. A small deposit secures your order, and you pay the balance when it’s ready.
And here’s the big one: you get to shape what gets made. Your pre-order isn’t just about securing a piece of clothing—it's casting a vote for the kind of world you want to live in.
Your pre-order isn’t just a transaction. It’s a vote. It’s you saying, “I believe in this. I want this to exist.” That kind of connection doesn’t come from clearance racks and impulse buys.
I’ve pre-ordered from brands I admire. I loved knowing I was part of something, but I hated the radio silence. The lack of updates. The feeling of being forgotten after my payment was processed.
We’re not doing that. If you pre-order from Hernest, you’ll hear from us. You’ll know where your clothes are in the process. Because pre-orders aren’t just about products—they’re about relationships. They’re about trust, transparency, and building something real together.
This isn’t a pivot. It’s survival—the difference between treading water and planting roots in ground we can actually stand on.
Hernest isn’t a startup anymore. We’re not a brand trying to find our footing. We’ve survived a pandemic, supply chain meltdowns, economic whiplash, and the rise and fall of sustainable fashion hype cycles.
We’re still here because we refused to do business as usual.
Pre-orders aren’t a trendy new strategy in sustainable fashion. They’re how we keep going. They’re how we keep creating clothes that matter—clothes made with purpose, not just to fill shelves.
This is about more than sales. It’s about proving so that small businesses can survive without playing by broken rules.
If you’ve ever loved a small brand, if you’ve ever felt connected to the story behind the products you buy, this is your moment to be part of that story.
Pre-order now. Not because it’s urgent. Not because it’s exclusive. But because every choice we make shapes the future. And together, we can make it better.
