The Tamesis
“This looks too good to be true,” one Reddit user wrote. “I was skeptical – for being so cheap, I thought it must be some weird dupe brand,” another wrote. “But I’ve bought a few items now and they are legit and of very good quality. The brand fits the bill and I think it won’t be long before they become big.”
The brand is Palome, a one-year-old women’s clothing brand whose slogan is “Parisian luxury, honest pricing.” Founder and creative director Liz Morling grew up in Paris, studied fashion printing at Central Saint Martins, and spent the first 15 years of her career accumulating design experience at brands such as Balenciaga, Pringle of Scotland, Alexander McQueen, Paul Smith, Tom Ford and Karl Lagerfeld.
Liz Morin.Photo: Courtesy of Palom
Over the past few years, luxury brands have raised prices without replacing entry-level products. Called “greed inflation” by some experts, it has turned away customers across the board, squeezing many out of the market and alienating more entry-level consumers. Customers are increasingly looking for brands that demonstrate value.
Still, anyone shopping for high-quality clothing made from natural materials could be forgiven for being surprised by Palome’s prices. A 100% white cotton T-shirt is just £20; a mulberry silk camisole is £50; a pair of Italian jeans is £65; an A-grade Mongolian cashmere sweater is £70; and trenches range from £135 to £185. The most expensive item on the site (currently sold out) is a wool and cashmere blend belted coat worth £495.
Palome is able to keep prices low thanks to its innovative production strategy: the brand only produces during off-peak hours at the factory, using deadstock fabrics from around the world (denim from Japan, silk from China, cashmere from Mongolia). “I work with luxury brands and build relationships with factories, and I realize there is downtime,” explains Morin. Factories tend to know some “down” periods in advance, but in other cases Palom takes advantage of quiet periods that arise due to last-minute changes to the factory’s schedule. “If you don’t mind waiting at the back of the line, the prices are down quite a bit. Since we don’t order large quantities, we can get these too [orders] at a better speed. “
The production model is not without its challenges. “We’re at the mercy of most factories. We work collaboratively: they tell us what’s available and we build what we can around that – so we don’t dictate the materials,” explains Morin. Customers may end up being disappointed when certain items are out of stock, and brands must manage this.
