Clothes Make The Man, But The Web Makes The Clothes
Guilaine Jean-Pierre | Apr 13, 2015
Title: Contributor
Topic category: The Future Is Now
Fashion Currency

Custom Shirts

Om Malik, the founder of Gigaom, a Silicon Valley-based digital publisher, describes his journey from working with a tailor in New Dehli to Trumaker, an online menswear company that ­specializes in custom-made shirts.

When I was a little boy, my father took me to his tailor in the sleepy Delhi neighborhood where I grew up. I distinctly remember Binks—its chaos; the reams of cloth, yellow chalk, and measuring tape; and even the smell of tobacco and chai. I felt like a grown-up as I was measured by the old tailor master. He noted my measurements in charcoal pencil, and a few weeks later, my father brought home three crisp, white poplin shirts, which fit me perfectly and cost less than $1 each.

I experience this visceral sense memory when I visit the bright San Francisco loft that houses ­Trumaker, an online menswear company that ­specializes in custom-made shirts. Trumaker is one of a growing number of upstarts—J. Hilburn, Knots Standard, Incense Shoes, Modern Tailor, the list goes on—using the Internet, advanced logistics, and a new breed of production methods to revive the idea of mass customized shirts, blazers, suits, and even shoes. Personalized fashion and other consumer items have long been a fantasy of many Internet entrepreneurs.

Fast-forward to today, and you start to see the similarities between Dell’s model and these online custom-clothing upstarts. Except they’re ­focu­sed on goods we buy more often than a computer. Like Dell, they charge before they cut the fabric, and there is no inventory except for the raw materials. No markdowns, either, and if the software does its job, no returns. "The more predictable, accurate, and consistent pattern data is the real breakthrough, as it allows us to automate about 70% of the process," Lovas says.

These companies are far from being retail giants, but they point to a new reality. The Internet allows anyone to create and aggregate demand, and it allows them to cheaply tap into new technologies to automate processes that previously required humans.

To read this article in entirety, please select this link to fast company CLOTHES MAKE THE MAN, BUT THE WEB MAKES THE CLOTHES

OM MALIK |Apr 1, 2015
FROM: Fast Company
Tags: Mass Customization, Om Malik, Gigacom, Trumaker, Personalized Fashion, Online Custom-Clothing
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