Unmade: what if all clothing was made-to-order?

Last month, Burberry came under fire after its annual report revealed the company burned 28.6 million pounds (36.7 million US dollars) worth of unsold goods in 2017 -- a desperate measure to avoid markdowns, which would hurt the brand’s image of exclusivity. But the British luxury label is far from being the only one taking its unsold stock off the market in such a drastic manner. Last year, fast fashion giant H&M was accused by a Danish TV show of burning approximately 12 tons of unsold garments every year. The truth is fashion brands of all niches often make more clothing items than they are able to sell.

UK-based software company Unmade wants to tackle this problem. Founded in 2014 by Hal Watts, Ben Alun-Jones and Kirsty Emery, the company offers a software which can help the fashion industry move towards an on-demand supply chain model. Their tool allows shoppers to customize the items they buy, within parameters predefined by the brand. Then, the order is sent directly to the factory. Individual and short run orders are therefore integrated into the existing production, which means they can be manufactured at the same cost and speed as mass-produced items.

The software also collects data about the customers’ preferences and design choices, and then uses it to orient the manufacturing and supply chain. There you go: no more excess stock, no more need to sell items with a discount.

Unmade secured 4 million US dollars in a new investment round this week, led by Felix Capital, with the participation of Connect Ventures, LocalGlobe, Carmen Busquets, Backed VC and C4 Ventures. “There’s a clear and growing need for the Unmade business. At a time when trend life-cycles are becoming ever more rapid, the desire for the bespoke customer engagement is at an all-time high and brands are seeking diversified production, along with a strong, loyal community”, said Frederic Court, Founder and Managing Partner of Felix Capital, in a statement. In total, Unmade has raised 6.7 million in investments.

First launched as a knitwear label called Knyttan, the company shifted its focus from B2C to B2B in 2015, once the founders realized they would cause more of an impact in the fashion industry by offering their tool to other companies. Now, the process is being applied in T-shirts, bags and footwear as well.



How did the idea for Unmade’s software come about?

The three of us met at the Royal College of Art, in London. Ben and I are engineers and Kirsty is a fashion designer. We realized that the clothing industry was very inefficient and one of the most polluting industries in the world. Ten percent of all clothes go straight to landfill because they are never actually sold.

You started as a B2C business and later moved towards a B2B model. Why?

Since Kirsty is a fashion designer, we felt out knitwear label had a strong proposition. But to truly promote sustainability, it didn’t make sense to be just a niche brand. We were creating something of value for the whole industry, and I’m not sure if the world needs another fashion brand.


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