With the introduction of a trouser-style jean last week, IndiDenim arguably offers the widest range of options for “mass custom” jeans to date.
The Web company is owned by Archetype Solutions Inc. of Emeryville, Calif., which runs the custom clothing programs for Lands’ End, QVC and J.C. Penney. It has also spun off Zafu, an online fit recommendation site for jeans.
The online ordering process is similar, and the jeans are made in the same factory in Mexico. But the styles are different.
“We’ve been working in the custom space for a while and we saw an opportunity at the more premium end of the market,” said IndiDenim president Marybeth Luber, who was an investment banker before she joined Archetype four years ago.
Three basic body types include relaxed, fitted and trouser styles, each named after San Francisco neighborhoods such as the Presidio. Other options can be configured, including the length of the rise, leg width, pocket style, fly type, fabric and wash.
“Mass customization” is a blend of the new and old that uses advanced technology rather than traditional artisan techniques to create a semi- or fully customized product at popular prices. Levi Strauss & Co., for example, had a custom program in the early Nineties called Personal Pair, but the style options were more limited.
Prices range from $135 to $145, orders take three weeks to arrive, and the jeans can be returned for any reason for a full refund. Luber declined to reveal how many orders and returns IndiDenim has received since it started shipping jeans in February.
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