Consider denim, which it launched earlier this spring. The first delivery sold out immediately simply because Aflalo and her team tested the product themselves — novel approach, sure. Even the front-to-back 180-degree zipper jeans , a “riff off the viral Vetements jeans from a few seasons ago," is currently out of stock with a never-ending waitlist. “We’re never going to launch a category, hire a big team, put a lot of marketing dollars behind it, hire an expensive model, and put it everywhere. We never do that. Never,” she says. Denim came about more organically: The team had been slowly testing their in-house styles for eight months before proliferating any. “A typical company will start with one really great jean and go from there, we’re like, ‘Let’s start with 30 jeans and work our way down to four,'” she explains.