Pay what you feel - let's talk about value
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We’re doing something different this month.
Inspired by other thoughtful brands — most recently the skincare pioneers formerly known as Haeckels — we’re launching a Pay What You Feel campaign. It’s our way of opening up a conversation about value, accessibility, and the real cost of creating responsible clothing.
Why? Because not everyone is in the same financial position. And because we believe fashion can be transparent, flexible, and human.
From now until the end of May, you’ll be able to choose your price at checkout. We explain here what each price tier supports, and you decide what feels right.
| Price tiers | What you're paying for |
| 1. Cost of manufacture | Just what it costs to produce the garment (fabric, trims, labour, importing), the company loses money on this option, but gains a customer |
| 2. Cost of manufacture plus operational costs including marketing |
Adds operational expenses (our part time staff wages, the website, insurance, certifications, accounting, and admin) Plus marketing (think, communications, social media, shoots, partnerships and collaborations) Again the company loses some money on this option, but gains a customer |
| 3. Costs plus commitments |
Covers all of the above, plus customer facing staff, retail stores, product development and our 2% donation to charity This is break even with todays costs and commitments |
| 4. Growth | Additional 20% to allow for some profit to invest in staff, retail outlets etc. |
The price tiers for each product for the Pay What You Feel campaign are available on each product page, and summarised here (including UK VAT at 20%):
| Product | Tier 1 | Tier 2 | Tier 3 | Tier 4 | Current Retail Price |
| 002 Jeans | £73 | £138 | £160 | £192 |
£160 |
| 003 Jeans | £73 | £138 | £160 | £192 | £160 |
| 001 Jacket | £96 | £180 | £209 | £251 | £210 |
| 002 Bag | £37 | £73 | £84 | £101 | £91 |
| 001 Tee | £23 | £47 | £54 | £65 | £51 |
To illustrate how the prices are set for Pay What You Feel, the 002 Jeans cost around £61 to manufacture and the Tier 1 price for these is £61 + 20% VAT = £73.
These figures are approximate, as it’s not easy to apportion operational and development costs precisely to individual garments — but they offer a good indication of where your money goes, and the proportions involved.
There’s no catch — just a moment of trust, and a way to invite more people into the fold.
Thank you for being part of VAELA.
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For more information or feedback, please email us at hello@vaela.cc