How fashion brands are building technology into their DNA

 How fashion brands are building technology into their DNA


Fashion technology has evolved to include 3D weaving and million-data-point body-scan technology that ensures perfect sizes, and made-to-order items that reduce waste.

In the podcast “McKinsey for Start-ups”, Anita Balchandani, partner at McKinsey, said the role of fashion technology is set to include predictive demand forecasting, to streamline product flow and the role that technology can play in on- production demand. ” He also said the technology is more applicable to the design, to eliminate production waste and the long lead time associated with the physical production of samples..

Waste and long lead hours are now being addressed by two companies: Unspun, established in 2015, and Rules of Procedure, established in 2019.

Unspun is a digital apparel and robotics denim brand that devotes time and resources to perfecting its technology. to make custom jeans. Unspun’s ambitious mission is to reduce the global human carbon footprint to 1% by reducing waste in the production phase. For its part, it uses a model designed to be ordered to reduce waste and no stock left in the early stages of production.

Unspun creates precise 3D models for its customers by scanning that can be done on an iPhone. Speaking about technology, Annika Visser, head of the Unspun brand, said the denim category was the best starting point for the brand, given its cultural importance and carbon impact. “Denim is an iconic wardrobe staple for everyone, and it’s also one of the hardest clothes to fit,” Visser said. “We exist to be more inclusive because we can do any size and include all genders, all sizes, all shapes.” According to an internal life cycle analysis of Unspun jeans conducted this year, the brand has already saved 42% of the carbon emissions of a typical company that makes off-the-rack jeans.

Even if the company makes jeans by cutting denim, the goal is to make clothes to be made using 3D machines and woven yarn. It introduced the technology to make it available in November 2021. It also allowed Unspun to create an end-to-end product with no waste that takes minutes to make. “It’s a first -class technology,” Visser said. “We can now take customization to the next level and really be able to have an automated, local, zero-waste production.”

the round economy, or the focus on a zero-waste model, is set to take off, as material production comes to a halt in the next 20 years. TThe number of consumers is expected to double, and there will be an 84% increase in demand for textile fibers over time, according to a report by data research firm Just Style. Unspun is actively working with brand partners, from Pangaia to LVMH, to integrate its technology with those offered by the brands. because they make most of the clothes in the world, ”Visser said.

Meanwhile, AI fit tech brand Laws of Motion also focuses on using data from technology to inform its production processes and made-to-measure models. Laws of Motion launched the proprietary vertical sizing technology used for its jumpsuits this month. Unlike traditional brands, which use the dimensions of a suitable model to generate a linear scale, the Laws of Motion use a combination of statistical models. and multiple data sets to create models of its size. This was achieved after the company created a series of innovations in adaptation and body shape for other products made to measure-the clothing it covered first incorporated the technology. “As macro consumer trends drive personalization, inclusivity and sustainability in industries such as health and beauty care, the apparel industry is slowing its use of accurate data, changing the supply chain. and sustainable practices, ”said Carly Bigi, founder of the Rules of Conduct.

Laws of Motion’s new vertical sizing is driven by more than a billion data points collected through customer queries, allowing it to expand its current 180-size offering to 1,260 size that accounts for different body shapes, not just different sizes. Laws of Motion uses a combination of statistical models and extensive data sets to engineer size in a non-linear manner, offering up to 14 shapes per traditional clothing size.

The sizes included in the Laws of Motion form will fit 99% of its site’s customers, which means a smaller overall return. It now has a 1% rate of return, as is the industry average 17%. Its purpose is to challenge 100% accuracy as appropriate.

“The garment industry is old in its very old days,” Bigi said. “Transforming the apparel industry means changing the role of data within the apparel industry.”

Laws of Motion increased its revenue 40 times in its first two years, reportedly achieving profit while producing more than 5 million garments worldwide. It plans to release an image-based AI size offering with more information to come later this year.



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