Developing an on-demand "Fast Fitting" service with hyper-local garment manufacturing.

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Libertina is a bespoke design studio, developing an automated pattern generator that can instantly fit garments to individual customers, and enable hyper-local manufacturing that is fast and scalable. This will empower independent fashion businesses to offer an on-demand, made-to-measure service for all sizes and body shapes, without incurring additional development and production costs. Customers will benefit from a wide range of styles from different designers, alongside the reassurance of knowing their garment will fit, and exactly where, how and by whom it was made.Awareness around the environmental and ethical issues associated with the fashion industry continue to gather pace, with increasing pressure placed on brands to review and disclose their own concerning practices relating to waste, pollution and exploitation.For consumers, this contributes to the already stressful experience of buying clothes. Finding items that fit, are affordable, and are made to a standard that will last can be challenging enough, without the additional responsibility of researching which retailers are truly adhering to their sustainability statements.Getting sizing right is a huge contributor to the problem. Online shoppers regularly buy identical items in different sizes, returning those that don't fit. A welcome push to address body inclusivity, plus the ubiquity of images and trends on social media, now requires brands to manufacture and hold stock in a greater range of sizes and styles than ever before. Add to this consumer expectations for near immediate delivery, and decades of ultra low pricing for fast fashion items, and the problem has been elevated beyond one that the industry alone can solve.Conscious consumers are now playing their part, and actively seeking ways to make more ethical choices around how they shop and what they buy, but options remain limited.Smaller, independent brands committed to operating a fully sustainable and responsible clothing business face identical challenges to global brands, particularly around sizing and manufacturing.Starting at our Brighton studio, Libertina will offer digital facilities to support both brands and consumers in removing the layers of compromise currently associated with the simple act of buying and making clothes that fit. Our 3D body scanner, pattern generator and manufacturing services will be available to all local brands and their customers, ensuring everything that is made, is worn. This collective action will help to raise awareness of what is possible, and encourage a movement towards bringing freedom and joy back to buying and selling clothes.