In order to create "less but better" garments, new London-based fashion brand Per/Se will release only one piece of clothing every two months (+ slideshow).
The label has launched with just one item, the Nebula coat, and believes it can focus more on research and innovation by waiting two months before releasing a second.
"At a fundamental level we believe in less but better – we live in a crowded world and marketplace, where meaning is often substituted with quantity and speed," Per/Se told Dezeen. "We want to champion impact over quantity, to focus on quality, on mastering one piece exceptionally well."
Founded by twins Mandeep and Hardeep Kaur, Per/Se will make each of its pieces to order in the brand's London studio, and ship from there.
The brand's first product, the Nebula coat, is made using pink-patterned fabric by Danish brand Kvadrat. It features wide-cut, three-quarter-length sleeves and an open collar with a wide lapel.
The cut encompasses secret pockets that allow for a "hands-free existence", including a specific smartphone slot and a loop for earphones.
"The textiles and fabric development are the core," Per/Se said. "The process involves seeking out new applications of material design into our pattern and cut. It's about making a piece dynamic on the body."
"You have to be able to put things in the coat, hence why we are firm proponents of a hands-free existence as much as possible."
Per/Se will launch its second product in two months in order to give the pair ample time to research innovative fabrics and garment constructions.
As admirers of the work of architect Bjarke Ingels, the designers chose to use his recently launched Serpentine pavilion as a backdrop for their Nebula photo shoot.
Per/Se's manifesto echoes concerns raised by furniture giant Ikea's head of sustainability that the western world has reached "peak stuff".
"If we look on a global basis, in the west we have probably hit peak stuff," said Steve Howard. "We talk about peak oil. I'd say we've hit peak red meat, peak sugar, peak stuff... peak home furnishings."