Why Telfar’s New Pricing Model Matters

American independent brand Telfar will release a new apparel collection next week and along with it, a novel way of setting prices.

When the assortment of basketball pants, mesh shirts and hoodies hit the virtual shelves Monday, they will be priced at wholesale, typically about half off retail. Every second, the price will go up, Telfar explains on its website, until the piece sells out. That will then become, more or less, the item’s…