We don't do seasons. We make a small run of something, photograph it wherever we happen to be, and put it live on one night. That's a drop.

1. Sneak peeks. A week or so out you'll start seeing it. Moodboards, half a sleeve, a colour. We're not being coy, we genuinely just don't have the photos ready yet.

2. The Insiders hour. The channel gets the link one hour before the site opens. That hour is when most of a drop goes.

3. Everyone else. The site opens. Some sizes have already gone. That's not a tactic, it's just what an hour of 7,000 girlies does.

4. Sold out. We tell you what went and how fast, then we start the next one.

Sometimes something comes back. The Plum Bomber did, because you guys would not let it go. Most things don't.

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