Launch cadence · 30 days between drops
Brand rule: the calendar ships a new drop every 30 days. A bigger gap means a missed month of activation; a smaller gap means launches are stepping on each other. The within-drop production process is a separate 12-week timeline (see the table below).
| Drop | Theme | Launch date | Days since prior launch |
|---|
| ##01 | MINIMALISM | 2026-07-18 | first drop |
| ##02 | MARKED | 2026-08-18 | 31d |
Reverse timeline · the canonical drop schedule
| T-minus | Milestone | Owner | References |
|---|
| Launch −12w | Research — concept locked, customer & market signal validated | Founder | Brand OS §01, §03 |
| Launch −10w | Designing — sketches, mood board, technical drawings done | Founder · Designer | Brand OS §05 |
| Launch −8w | Development — patterns cut, first prototype off the machine | Production | Production SOPs |
| Launch −6w | Sourcing — fabric + trims sourced and sampled, supplier locked | Production | Sourcing & Suppliers |
Seasonal anchors · Egyptian moments to plan around
Use these as the calendar's spine. A drop doesn't have to land on every anchor — but the calendar should never ignore the major ones (Ramadan, Eid al-Fitr, Summer, Eid al-Adha, End-of-year).
| Anchor | Window | Drop intent |
|---|
| Ramadan | Shifts ~11 days/year | Pre-iftar launches; restrained, evening-ready cuts. |
| Eid al-Fitr | End of Ramadan | Statement pieces; gifting moment; high-AOV opportunity. |
| Summer | June – August | Lightweight fabrics; nightlife / travel angle. |
| Back-to-school | September | Identity pieces; student-facing creators. |
| Eid al-Adha | ~2 months after Fitr | Second statement window; Line 02 tailoring opportunity. |
| Autumn / transition | October |
Verdict thresholds · Day +14 evaluation
Per-variant sell-through rate (units sold ÷ units received × 100). Aligned with the formulas page — same thresholds apply at the drop level.
Scale
STR ≥ 15%
Sell-through hit target. Press play — restock, raise spend, lock the next drop's slot for the line.
Hold + retest
9% – 14%
Inventory holds, retest creative. Don't restock the same SKU/cut.
Kill / clearance
STR < 9%
Discount to clear stock. Log learnings — fabric, fit, price, channel — so the next drop avoids them.
Also log per drop — contribution margin per SKU, RTO rate, return rate.