# Unbranded Fashion Start-Ups Italic Sells Products from the Same Factories That Make High-End Goods By Laura McQuarrie | Published 2018-11-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/unbranded-fashion References: [fastcompany](https://www.fastcompany.com/90268432/the-vc-fueled-anti-brand-that-could-upend-luxury-fashion) & [italic](https://italic.com/) 'Italic' is the name of a brand-new, disruptive start-up that is inviting consumers to "shop luxury goods straight from the source." Italic sets itself apart by selling products from the same factories that produce high-end goods that are often attached to well-known brand names and logos that consumers will shell out hundreds, if not thousands, of dollars to get a piece of in product form. Italic takes the form of a members-only marketplace that connects value-conscious consumers to unbranded luxury goods. In comparison to many other D2C start-ups, Italic doesn’t design its own products or purchase inventory from manufacturers—it leaves this process up to the factory's own product designers. At the time of its launch, Italic is introducing 100 products, including a $95 cashmere scarf, a $75 wallet and a $245 bucket bag, made at factories used by [Burberry](https://www.trendhunter.com/trends/luxury-brand-installation), [Prada](https://www.trendhunter.com/trends/zero-collective) and [Givenchy](https://www.trendhunter.com/trends/mask-fit-red-cushion), respectively. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 36% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Direct-to-consumer (D2C):** Italic's members-only marketplace disrupts the traditional retail model by connecting value-conscious consumers directly to unbranded luxury goods. - **Factory-to-consumer:** Italic capitalizes on the growing trend of consumers seeking products straight from the source by selling high-end goods made at factories used by well-known luxury brands. - **Disruptive Brand Model:** Italic's strategy of selling products from the same factories that produce high-end goods offers a disruptive alternative to established brands and their costly markups. ### Who This Affects Most - **Fashion Retail:** Italic's members-only marketplace provides a disruptive innovation opportunity in the fashion retail industry by offering unbranded luxury goods at affordable prices. - **Manufacturing:** Italic's factory-to-consumer approach opens up disruptive innovation opportunities in the manufacturing industry by creating a direct distribution channel for high-end goods. - **E-commerce:** Italic's direct-to-consumer model presents disruptive innovation opportunities in the e-commerce industry by redefining traditional retail and connecting consumers directly to factory-made luxury goods. ## Related on Trend Hunter - [Accessible Luxury Goods Platforms](https://www.trendhunter.com/trends/zero-collective.md) - [Ethical Luxury Shopping Platforms](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform.md) - [Luxe Monochromatic Basics](https://www.trendhunter.com/trends/every-other-thursday.md) - [Luxury Handbag Dupes](https://www.trendhunter.com/trends/wirkin.md) - [Ready-Made Brand Marketplaces](https://www.trendhunter.com/trends/brands-like-these.md) - [Luxury Eyewear Marketplaces](https://www.trendhunter.com/trends/luxury-eyewear-ecommerce.md) - [Fashion-Focused Substack Publications](https://www.trendhunter.com/trends/what-should-i-wear.md) - [AI-Driven Wholesale Platforms](https://www.trendhunter.com/trends/hypedrop.md) - [Elite Authenticator Programs](https://www.trendhunter.com/trends/vestiaire-academie.md)