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Her business model looks a lot like what the industry has preached as a sustainable path forward: small scale, with timeless designs, fewer collections, quality materials, and fair labor. It's the very opposite of fast fashion and, more broadly, the notion that clothes exist purely to convey status or adhere to trends. Roche doesn't design clothes that are highly identifiable or even ofthe-moment; as she puts it, they're meant to "sit in a woman's wardrobe and treat her right." It's fair to assume that while many of her customers simply appreciate the product, most of them also care about Roche's values and mission. They aren't interested in just accumulating more stuff.
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