Sometimes something really is missing.
A real gap isn’t a passing want. It’s the same need coming back: the cold morning with no warm layer, the trousers you can’t sit in all day. Name it clearly, and one good piece can answer it.
A real gap answers a real need.
19%
of French people say they buy too much
France · ADEME and ObSoCo, 2025
+60%
more clothes bought per person, 2000 to 2014
Worldwide · McKinsey, 2016
½
the time each piece is kept, over the same years
Worldwide · McKinsey, 2016