A day before debuting a new silhouette—an open-toed shoe—Rothy’s, the women’s direct-to-consumer brand that makes shoes out of recycled bottles, pulled it.

In an email sent out to customers (and posted to the company’s social channels), Rothy’s wrote that the initial prototypes of the shoe—the Slide—were perfect.

But as the company ramped up production, the shoe “did not meet our brand standards.” Rothy’s further stated that it “will only launch product when every piece is perfect, and that is simply not the case this time.” The brand has full autonomy to make such decisions because it owns its supply chain and factory.

“Owning this end-to-end means we aren’t stuck with a season’s worth of excess inventory, and we have the key learnings for solving it next time,” said Kerry Cooper, president and COO of Rothy’s.

“When we are ready to launch a new collection, we start with very limited inventory, monitor early response and produce based on demand.

Controlling our manufacturing process means we never overproduce, react in real time and can press pause when product is not up to our high quality standards.”

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