Why prices will increase

We could have increased our prices without informing you. Many brands do this; being transparent isn't always easy. Especially in France, where money is, I believe, the number one taboo.

So why are prices increasing?

Because raw material prices have soared. Soared is an understatement. And for several reasons. As we explained previously, GOTS, which certifies organic cotton (the organic cotton we purchase), was subject to fraud. So the organization was forced to clean house, and now there isn't as much supply as there is demand. Because (and this is a good thing) organic cotton is increasingly becoming the norm. Many major brands use it.

And then there's climate change. Drought increases prices. And unless you live in a cave, we know that temperatures have been rising for years and that we will have to face global warming (see IPCC report).

What can we do?

We've been around since 2004. And this isn't the first crisis we've encountered. Inflation, initially due to the COVID crisis, and now with the war in Ukraine, is really affecting all raw materials.

So what do we do? We could not increase prices and reduce our margins. Except our margins are fair. Calculated as fairly as possible for us, and for you.

Or we could choose to produce at a really low cost. But when we want to offer you products that last over time, that's complicated!

And we could have said nothing. We'd increase prices and that would be the end of it. Except that's not in our brand's DNA. We have always been transparent.

Our reflections:

As of today, we are also thinking about how to approach this inflation, what avenues might open up for us. If organic cotton prices are rising, wouldn't it be time to diversify our raw materials? Be careful, they have also increased, but wouldn't this be the time to take advantage of this "crisis" to review the model? We have always positioned ourselves as pioneers in organic cotton lingerie, but given the climate emergency, is continuing to produce cotton a good idea?

Honestly, sometimes I wish I didn't have professional ethics and just thought "business is business." Just increasing prices makes me sick. Because I keep telling myself everything is going up. Absolutely everything. Except salaries (without getting political or anything). So our products will no longer be a priority, and fast fashion will increase due to low prices. But fast fashion pollutes even more than our small brand.

I also think we're going to set up pre-sales. We did it for the menstrual briefs and the women's pajamas, and we'll do it with our new product.