Gustin didn’t come to Kickstarter with a new product; they’ve been making quality menswear out of San Francisco for six years. However, those six years left them frustrated with the boutique retail experience, which is understandable, given that their wholesale price of $81 for a pair of jeans became $205 in stores.
So, that’s where their Kickstarter project comes in. Rather than producing a full range of things, they’ll simply design the complete collection, post it to their website (which returns April 1), and then only produce things that get enough people committed to buying. This allows them to sell at a wholesale price of $81 per item.