In the good old days, businesses designed and manufactured products, and pushed them to consumers; however, for educated and tech-savvy consumers of today, such model is just not suitable anymore. These days, consumers want products that uniquely satisfy their specific needs and preferences, and are willing to pay premiums for products tailored to their unique requirements. Fortunately, technology has made it possible for businesses to offer products specifically designed and manufactured for individual customers. Continuum is an example of a successful fashion startup, which effectively utilizes mass customization as a means of differentiating its products. Continuum is a hybrid design lab/fashion label founded by Mary Huang and Jenna Fizel, which allow users to interactively design their own garments based on their unique taste and exact measurements, with the help of Internet and web applications.
Mary Huang and Jenna Fizel, the founders of Continuum, have backgrounds in architecture and interactive design, which enabled them to create a platform that made fashion mass customization a dream come true. Their products include CONSTRVCT, D. dress, N12, and strvct shoes.
Instead of designing clothes, Mary Huang and Jenna Fizel designed a software with which users can design their own clothes. Their fashion label does not contain clothes designed by them, but it consists of thousands of clothes and shoes designed by their customers. Consequently, their collection is increasing in number as more users design new versions of their standard apparel.
CONSTRVCT is one of Continuum’s fashion labels, which is the world’s first label that implements crowdsourcing completely. The CONSTRVCT is a platform that enables the global audience to design an outfit, which reflects their originality and creativity. It is appropriate for those who want to be trendsetters than those who merely follow current trends. The design process starts by users designing their garments based on their unique preferences, their exact measurements, and the pattern, which they can select, basically, from anywhere! After users selects their one of a kind design, Continuum generates a 3D model which then goes through a series of processes that generates a flat model of the garment. The patterns are printed on the fabrics with the help of inkjet-based digital textile printing. Then each garment is handmade to ensure optimal quality standards.
Continuum’s other products follow the same technical processes, each with its unique twist. For all their products, Continuum allows users to actively design their product, by engaging in very simple procedures, and input their exact measurements alongside the patters and colors they prefer.
N.12 got its name from the material, Nylon 12, which is made of. This bikini is made out of tiny solid pieces of this particular nylon connected together to create a flexible surface without any sewing involved. The material is waterproof and it becomes more comfortable when it gets wet.
“The N12 was designed using Rhino 3D CAD software and specially written algorithmic script to create the structure of the 3D printed fabric. The algorithm uses