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fall risk john targon new york label fashion hotline

You can only buy this label by calling its fashion hotline

New York-based label Fall Risk was just founded by former Baja East designer John Targon

As part of his AW18 collection for Balenciaga, Demna Gvasalia printed two shirts with a phone number that led to callers being guided through a questionnaire (we still don’t know what happened with the answers, though). Then, last year’s Met Ball saw Byronesque ask people to call and confess their fashion sins over the phone to the likes of Rick Owens and Gareth Pugh. There’s seemingly something in the air about fashion wanting you to make that hotline bling, because new label Fall Risk can only be purchased over the phone.

Founded by John Targon – formerly of Baja East and Marc Jacobs – customers can view the debut collection on the label’s website, but have to call one of the representatives on the hotline (+1 212.982.7475) to get their hands on the retro-looking clothes; think 70s polo shirts and hoodies printed with the recurring ‘69’ motif. There’s even the most NYC accessory to ever exist – a leather case for a Juul vape. 

“I wanted people to be able to call in and order,” Targon explains of the concept to Vogue. “It isn’t something that is as easy as a click. I want to talk to you. I want to know do you prefer black? Red? Colour? I want to tell you how it fits, if it’s oversized or shrunken.” After launching yesterday, the debut collection sold out after just four hours of Targon and his team answering the line. Don’t worry though, you can still call in and place a pre-order for any of the pieces you’ve got your eyes on.