Product details

Italic, the new VC funded start-up was touted to disrupt the luxury fashion industry by selling brandless luxury-quality products for a fraction of their retail price. By giving its customers access to luxury products without the mark-up, Italic founder Jeremy Cai (Cai) called his venture 'the real version of direct to consumer' and said that his company was 'creating an entire new category of shopping'. Under the Italic model, although the manufacturers remained anonymous, the brands manufactured in these factories were explicitly stated. The Italic site mentioned that they were buying handbags that were 'made by the same factory as Prada and creams made from the same ingredients as La Mer'. Would customers patronise Italic's brandless products? Would the Italic model disrupt the luxury fashion industry? How the start-up would succeed remained to be seen.