Despite the pandemic, H&M Group has maintained its position as a company that experiments with more sustainable ways to make and sell fashion.
The company introduced last month the first garment-to-garment recycling center, Looop, in one of H&M’s Drottninggatan stores in Stockholm. It debuted a resale option for its Cos label and upcycled denim for Monki this fall. And the group leads Textile Exchange’s ranking in the use of organic cotton and down certified by the Responsible Down Standard, and continues to be one of the world’s biggest users of recycled cotton, recycled wool, recycled nylon and lyocell.
And now its Weekday brand is flipping the switch on technology that will democratize custom-fit fashion.
On Wednesday, Weekday will begin its custom jeans program called Body Scan Jeans in partnership with San Francisco- and Hong Kong-based custom-fit technology company Unspun, body scanning company TG3D and YR Live, an event and experience company. The technology will launch for the public Thursday at Weekday’s Götgatan store in Sweden.
Customers can book an in-store contactless scan time, where Unspun’s 3D scanning technology will generate a virtual avatar made up of 100,000 data points to produce custom-fit jeans. This algorithm technology enables a custom fit, for each individual order, as if the jeans were woven around the actual body. They can then select from two jeans styles and further personalize their jeans by selecting fabric, waist and hem options and various combinations of trims.
Jeans will be produced and ready for pickup within 2-3 weeks. Jeans retail for 900 Swedish Kronor, or approximately $100. Weekday will accept returns for Body Scan Jeans for up to 30 days after the purchase. Refunds come in the form of store credit.
Along with bringing newness to help excite shoppers about retail again, the program addresses two of the biggest pain points for customers: size and fit. And for Weekday, it provides a solution for better inventory control and less waste.
Weekday and H&M Group’s innovation hub, The Laboratory, begun to pilot custom-made jeans in 2019 by inviting 100 customers to trial the technology. The goal of the pilot, the brand stated, was to achieve a customer satisfaction rate of 65 percent. The trial exceeded expectations, however, and at the end 80 percent of the customers were “very pleased” with their jeans, Weekday stated.
The partnership with Weekday is Unspun’s first with a mainstream brand. The company currently offers custom-fit jeans through mobile phone scanning through an app and at its own locations in Hong Kong and San Francisco and a popup at Fashion For Good in Amsterdam. Former Levi’s head of global design Jonathan Cheung recently joined Unspun’s advisory board and is collaborating on new products for 2021.