On The Importance of Being Domestic
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Ten or fifteen years ago, many upcoming Lithuanian fashion labels emphasized their origin and received extra support partly because of the implied national pride attached to domestic production. Today, the locus of attention has shifted substantially towards other qualitative aspects.
"Made in Lithuania" is not essential to be a Lithuanian fashion brand.
While almost 80% of brands on Baltas Miskas roster produce their goods in Lithuania, the rest develop and design in Lithuania but outsource manufacturing to various other countries.
Ten or fifteen years ago, many upcoming Lithuanian fashion labels emphasized their origin and received extra support partly because of the implied national pride attached to domestic production. Today, the locus of attention has shifted substantially towards other qualitative aspects.
It might be a welcome change. Limitations of the local textile industry dictate that entirely local clothing manufacturing in Lithuania is nearly impossible. An absolute majority of domestically made products will inevitably rely on parts or raw materials sourced from elsewhere.
It might be surprising to some that even linen fabrics, perceived as authentically domestic, are woven primarily from imported fibers because linen flax isn't grown in sufficient quantities in Lithuania.
More crucially still, relying only on local manufacturing capabilities does not necessarily lead to a better product or provide other competitive advantages.
Consequently, in communication and manufacturing practices, Lithuanian fashion brands are increasingly departing from reliance on the "Made in Lithuania" concept.
Instead, in what we believe to be a more fruitful approach, brands divert their attention toward qualitative, marketing, and business development aspects and use the best manufacturing resources available regardless of their location.
