For the Netherlands over one fashion item per person instore is never bought per year and might even turn into waste before it is ever worn. And how often they ran out of your size? The color you like isn’t available (anymore)? The scoop-neck a little too deep for work, or the skirt too short for your legs? You know exactly what you want, but you can’t find it? Shopping for clothes is not easy.
The Girl and the machine take industrial, state-of-the-art knitting machinery, and repurpose it for a system of mass-customization. Combined with a strong design focus they offer premium knitwear products with personal service. They 3D knit their apparel so the garments don’t have side seams and by using different colored yarns 3D patterns can be achieved for a personal sweater, skirt or accessory.
By knitting only what you need, and not more, stock and waste are reduced. And by pre-selecting fair yarns for you to choose from, they stimulate the demand for low-impact, renewable and fair trade raw materials.
They currently are running a crowd sourcing project to prove there is a market for On-demand fashion.