The Deal with Deadstock

NWT! NOS! NWOB!

In traditional retail, deadstock is very bad. It’s the scarlet A of unsold inventory, the sad stamp of public disapproval. Traditionally, deadstock refers to products or materials that were purchased by a retailer, but in turn never purchased by the consumer. Now, the definition has broadened. While deadstock happens in all industries, I’m obviously focusing on apparel here, specifically clothing and accessories. Deadstock typically happens for a few reasons: poor planning, misguided design or purchasing, rapidly changing consumer tastes and habits. Over the years, many companies end up with a clearance rack, stock room, or even a warehouse full of unworn, unsold stuff that nobody wanted to buy.

Deadstock vintage jeans from Etsy seller Vntg Department

Over time, the meaning of “deadstock” has expanded. Deadstock has essentially been taken out of the confines of store inventory to include any piece that retains proof of being unused or unworn. This means that colloquially, deadstock can include pieces that were purchased from stores by consumers. If that piece was then never worn, retaining its disposable retail markers, it would still be considered deadstock. These newer inclusions are widely understood and recognized by people in the secondhand market as legitimate uses of “deadstock.”

Is deadstock better?

Deadstock is often used as a selling point, highlighted by sellers as a reason an item could be more desirable or expensive. But is it actually worth spending more money on something simply because it’s deadstock?