Five Mistakes Every New Fashion Brand Should Avoid

Starting a fashion brand is one of the most exciting journeys a designer or entrepreneur can take. It’s also one of the hardest. At House of Numbat, we’ve supported more than a hundred start-up labels - from activewear to couture - and we’ve seen the same mistakes repeated again and again.

The good news? They are avoidable. Here are five of the most common pitfalls - and how to steer clear of them.

1. Designing Before Choosing Fabric

Too many young brands start with a sketchbook full of ideas and only later ask, “What fabric should I use?” Veronika Guardi’s first rule still holds true: Fabric before sketch.Why? Because cloth has its own voice. The weight, the fall, the stretch - these dictate what the garment can become. Respect the material first, and your designs will live longer.

2. Overproducing Too Soon

Ambition is natural, but excess is dangerous. Many start-ups order hundreds of units to “look professional” or meet unrealistic sales projections. The result? Unsold stock, wasted money, and burnout.Instead, work with edition logic: let the fabric roll length set the count. Small runs protect both your cash flow and the planet.

3. Ignoring the True Cost

A £50 dress isn’t really a £50 dress unless every step of the process - fabric, trims, labour, shipping — has been accounted for honestly. Skipping or underestimating costs can sink a brand before it even sails.Always “show your sums.” Transparency builds trust with buyers, investors, and, most importantly, your future customers.

4. Rushing the Calendar

Fast fashion works on impossible timelines - and that’s exactly why it’s collapsing. New brands often try to copy that speed, only to exhaust themselves and their makers.Respect human time. Build calendars that allow for quality control, fitting, and rest. A slower, steadier rhythm leads to collections you’re proud to put your name on.

5. Treating Marketing as an Afterthought

A beautiful garment isn’t enough. If no one knows your story, no one will know your style. Many new designers leave branding, photography, and communication to the last minute.Remember: style is narrative. Take time to plan visuals, words, and platforms that reflect your values. Your clothes deserve to be introduced with the same care you put into making them.

Final Thought

At House of Numbat, we believe mistakes are simply lessons waiting to be learned. By starting with fabric, keeping runs small, costing honestly, respecting time, and telling your story, you give your brand the best chance not just to launch - but to last.

House of Numbat ,Studio & Publisher