The business behind fashion's transition.

Trade press reports on what brands do. Activist platforms examine the industry through a moral frame. B2B intelligence tools sell operational data to compliance functions. Academic research moves at academic speed. None of them brings rigorous economic analysis of fashion's transition to a professional audience, at the tempo the work demands.

Prefall does. We examine whether the models hold up commercially, what determines their viability, and how regulation, capital allocation, and consumer behaviour are reshaping the sector over the next decade.

Six themes organise our work: the economic viability of sustainable business models, the consumer behaviour that supports or contradicts them, the structures of revenue and unit economics across the industry, the gap between sustainability narratives and commercial reality, the EU regulatory framework reshaping the sector, and the emerging technologies that change the economics of the models they touch.

Ana Maria Claros

"I started this platform because I kept reading about sustainable fashion and not finding what I was looking for. Existing coverage split between moral advocacy and brand-led press, and almost no one was looking at the concrete economics that decide which sustainable propositions get to survive. The question I wanted answered, what holds up the models that work and what is closing the ones that do not, was not being asked anywhere I could find.

That is the question Prefall exists to ask. I read the sector from an angle few publications cover: not what brands should do, but what their economics actually allow them to do. I am drawn to sustainable propositions that look admirable on paper and become fragile in the income statement, and to the ones that look commercial until a closer look reveals a structuring decision other companies have not been willing to take."