Proponents believe that live-stream selling is the future of e-commerce, creating new avenues for selling dead stock, vintage, and secondhand products while purportedly reducing return rates and overcoming inherent limitations of static e-commerce websites by allowing shoppers to ask questions and see the detail, flow, and fit of the garments. But others are concerned that live streaming is speeding up consumption and using manipulative tactics, like limited shopping windows and bidding, to encourage impulse-driven shopping habits. Written for Vogue Business.

The brand's founder has donated his company to two environmental organisations

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