By  on November 9, 2011

The name “INDi” could easily pertain to either “individual” or “indigo.” In the case of Archetype Solutions, the mass customization specialists based in Silicon Valley, it applies to both.

The company on Thursday will take a big step in its effort to transform its INDi customized apparel operation from a business-to-business model into a business-to-consumer platform selling customized premium jeans to individual consumers with the relaunch of its indicustom.com Web site. With a simplified interface and greater use of graphics, it’s looking — one pair of jeans at a time — to establish INDi as a brand and expand beyond the nearly 20,000 customers who are already building their own jeans on the site.

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