"Strait Jacket" can be worn as t-shirt or dress. Patriziabel Sito

Cottage industry is on the rise with the success of online store fronts like Etsy and NOT JUST A LABEL (NJAL) is just such a site taking it’s existing social network of rising fashion stars and enabling them to sell one-off designer peices via the launch of a new online store.

Based on market research by the company showing that “today’s consumer is looking for unique and one-off designer garments” the new store will feature items selected by the NJAL team plus key industry figures. The idea is a new concept to showcase design talent by selling fashion which may not normally be considered commercially viable.

Will it work? New, exclusive, limited, alternative – sounds like a recipe for fashion success to me.