Telfar Invites Public to ‘Choose the Prices’ as Part of New Collection Rollout

Telfar continues staying true to its core message, this time by inviting the public to “choose the prices” for the brand’s latest collection.

Here’s how it works: In short, Telfar’s Live Price sale—billed as “a sale in reverse”—sees pieces being initially dropped at wholesale price. From there, the price continues to go up until topping out at full (i.e. retail) price.

The catch? Regardless of what the price has risen to at the time of the item’s sellout, that will be set as the permanent price. The greater the demand, the lower the price.

“If we price our clothes according to how cool they are, less cool people can afford them,” a brand rep said of the impetus behind this new drop startegy. “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.”

The first round of the Telfar Live Price experience launches March 27 at 12:00 p.m. ET. New drops will then be rolled out on a weekly basis through April 24.

Below, get a closer look at select pieces from the first collection in the series.

Of course, this is far from the first time Telfar has taken a creative approach to releasing its products.