Telfar, which launched an infinite preorder that ignored fashion’s logic of exclusivity and scarcity with the Bag Security Program in 2020, is switching gears. From June 16 to 18, Telfar will launch the fifth and final Bag Security Program, and it’s the last likelihood for shoppers to order any bag, in any size and any color, and have it custom made.

Telfar plans for the baggage to reach twice as fast as before, starting inside two weeks of preorder, between June 26 and Aug. 31.

To publicize the launch, Telfar conducted a series of one-on-one Zoom calls with customers by which Telfar personally informed them of the news. These recordings were shown on giant screens throughout Latest York, including on an LED box truck traveling the boroughs, the massive screen of the Greenpoint drive-in, and the video screens of Barclays, where passersby gathered to listen to the news.

Bag Security is ending as Telfar seeks strategies beyond the drop model, including its own TelfarTV streaming platform and the launch of brick-and-mortar stores in 2024.

“We’re really attempting to be true to the incontrovertible fact that Telfar is something we do with our customers. They make it up as much as we do — in order we grow, other brands’ blueprints don’t fit. We’ve to do all the pieces in a different way,” said Babak Radboy, Telfar partner and artistic director.

Last week, for instance, Telfar launched a secret sale by texting customers directly via SMS revealing a one-hour window to get any bag they wanted. With the text instructing customers “don’t tell anyone,” the experiment “was wildly successful” and the text went viral, trending on Twitter with zero publicity or marketing, in response to the corporate.

“Bag security modified our lives and altered fashion, Latest York literally looks different — and we were in a position to leave the style system. We literally do exactly what we wish as an organization. That’s exactly what we’re doing by moving on from it, too. We would like people to find a way to get our bags — but additionally for individuals who get our bags to get us. Otherwise what’s it? So we need to make it each easier and harder. Since it’s never been about money. So it higher be about something,” said Telfar Clemens, founding father of Telfar.