We launched indi in January 2008 with a mission:
to completely revolutionize the way apparel is sold.
Why? We had wild, crazy dreams about changing the world, or at least the fashion world, by letting consumers call the shots.
And by calling the shots, we mean, each and every indi customer gets:
A Custom Fit
Finding clothing that fits (especially that perfect pair of jeans) can be a challenging pursuit... if not impossible. Too often consumers try on several pairs only to leave frustrated and empty-handed—or worse, to settle for clothing that doesn't quite fit properly. indi garments are made to fit your unique body measurements.
One of a Kind Style
Consumers shouldn't have to spend hours at stores, searching in vain for clothing that matches their style and fit preferences. It's the 21st century! Plus, there is nothing special about looking like every other girl or guy on the street, right? indi's cutting-edge technology lets men and women design their own, completely unique style.
Your Online Digital Closet
Finally, indi is the solution to that enduring problem of wishing you could buy your favorite fitting jeans, pants and shirts again and again! indi stores each customer’s personalized pattern and order history in their very own Digital Closet, so customers can easily come back to buy the exact same garment or to try the latest styles while keeping the same fit.
Basically, what we are trying to say is, we're turning the apparel industry on its head. Intrigued? Well, just check out the links to the left. We've got a story to tell, indeed... the Origins
indi isn't just a brand. It's really a new paradigm-one that incorporates state of the art mass customization technologies to give consumers exactly what they want.
In our eyes, the way clothing is sold is an anachronism. The current system of mass produced, standard sized clothing is convenient for the companies selling the apparel, but doesn’t work all that well for a lot of consumers. We founded indi to change all that—rather than individual consumers of all shapes and sizes trying to fit into standard sized clothing, we think consumers ought to be able to get exactly what they want in a size that fits them.
Our idea was to bring the idea of mass customization (think build-a-bear or customizing your Dell) into apparel. With mass customization, the consumer has a tremendous amount of design freedom, but since that customized product can be made in a production line or module, manufacturing gains some serious efficiencies—which ultimately lowers the cost for the end-consumer. And consumers tend to value that.
But then we took the concept one step further. We figured, what good is a customized style if it doesn’t even fit? And that is when things started to get interesting.
In keeping with the mass customization idea, drafting individual patterns manually was out of the question. We had to figure out a way to create completely unique patterns in an automated way. To add greater complexity, we also knew that we wouldn't be able to rely on consumers for accurate measurements (trust us—consumers are just really bad at measuring correctly!). So we studied bodies. Lots and lots of bodies (sounds like a tough job, right?). And with more data in hand than anyone could ever need or want, we set forth to create our bleeding-edge fit technology and change the way consumers shop for apparel, one customer at a time.
And our fit technology is where it's at. Consumers answer straightforward questions about their bodies, and our proprietary algorithms spit out sizing specs that are used to create completely customized patterns. No human intervention required. Our patterns are then sent to our manufacturing partners, where the fabric is cut by computerized cutters and sewn in highly specialized sewing lines. From there, we wash, QA, package and ship the garments direct to our customers. why Jeans
We have big, big expansion plans (BIG I tell you!) and we are busy developing new products to add to the indi collection (stay tuned!), but our roots will always be our denim. We are often asked why we started with jeans? Well, because jeans are what we all have in common—they are the American wardrobe staple —worn by moms, fashionistas, presidents, laborers and everyone. Simply put, we all need at least one perfect pair of jeans!
And while we love our jeans, finding the perfect pair isn't always easy. Doesn’t every person out there deserve a say in how their jeans fit, look, and feel? We concluded it ought to be easier to shop for something so essential, and we felt compelled to become the solution. Here are some facts to highlight what's so different about indi's denim line:
FACT: Most denim brands don't cater to REAL bodies
Jeans are made in "standard" sizes and according to fit models—but every one of us has a unique body. Even when denim brands have different cuts for different body shapes (which very few do), they are still unable to cater to the wide variation of body shapes that exist in the real world.
Our jeans are made specifically for your body—and your body only.
FACT: Finding jeans that fit and flatter is nearly impossible
Most of us wear jeans every day, yet finding jeans that actually fit and flatter is still a struggle. Muffin tops, gaping waists, baggy thighs, bunching fabric, dragging hems, and inappropriate butt exposure abound. These are the problems that pain us all. Something must be done to stop the madness!
Our jeans fit perfectly, guaranteed.
FACT: Finding the style you like is a pain
You can spend hours and hours trying to find the style combinations that are right for you. And when your favorite styles are unavailable, you have to settle for whatever the denim brands say you should want.
Our jeans are custom made with the style options that you specify.
FACT: If you found a fit or style you liked once—good luck finding it again
Styles change depending on the time of year and the current trends. If you miraculously come across a jean that fits, you should probably save it for posterity. Brands change fits and sizes all the time, so your chances of getting the same fit in the future are slim to none.
We keep your personalized pattern on file—for life. This means you'll never have to try on another jean, ever. You can order style after style at indi, and still get that same great fit! Perfect Fit Promise
We want you to love your purchase from indi.
Here's our promise to you:
Once we get your order, we make a completely customized garment just for you and ship it to you FREE in just about 4 weeks
If you have any complaints about the fit, we can make fit or style adjustments at absolutely no additional charge to you (show us another brand that can do this!)
indi By Appointment
Now offered in select markets, indi By Appointment combines our cutting edge technology with a highly personalized shopping experience by adding the personal touch of one-on-one consultations, fashion tips and measuring by indiStylists.
During an appointment with an indiStylist, customers have the opportunity to try on various indi jeans and work with their indiStylist to customize any feature of the jeans to create their perfect pair. Customers build their jeans from top to bottom, choosing fabric, rise, leg shape, pockets, finishing treatments and more. Customers tell us how it should fit, look, and feel and get style advice from their indiStylist based on their body type and personal style. Currently, only jeans may be purchased during appointments. As online, indi is able to create a unique pattern and one-of-a-kind jean for each customer.
Launching initially in San Francisco and Calgary, with expansion plans scheduled in various cities later this year, schedule your appointment here. our Technology
We may make clothing, but we're also very much a technology company. So if you want to learn more about how we actually create your individual garments, read on!
We're very proud of our online product builders for jeans and shirts that show our customers visuals of their garments in real time as they design them on our website. But the magic happens behind the scenes where we take all your style and fit inputs provided on the web to create a completely unique, customized garment for each and every customer.
Our fit solution comprises patented fit technology for determining consumer body measurements. We developed fit algorithms from statistics gathered (and fiercely analyzed) from scanning thousands of bodies… all of which we pared down to the simple customer questionnaire you see in our ordering process that allows us to accurately predict customer body shape and size.
Next, we created technology to streamline the entire custom apparel process, from automated pattern generation and computerized cutting to proprietary manufacturing software and quality assurance systems.
Data and measurements generated by our fit algorithms are used to morph base patterns in a completely automated way (no labor required to customize individual patterns!). Each order produces a one-of-a-kind pattern fully customized for the consumer’s perfect fit and style. Pattern files are then sent directly to our manufacturing partners—usually within a few hours of us receiving the order.
Once ready for production, our manufacturing software fully integrates with high speed, single-unit computerized cutting equipment capable of automatically cutting garments one-by-one in under two minutes.
Upon entering a specially configured, modular sewing line, orders are batched by style and color. A unique item number barcode is sewn into each garment for single-unit tracking throughout the manufacturing process. Individual garments are then scanned when entering and completing each subsequent stage of production to communicate real-time status back to us and our consumers.
After orders are completed and shipped to customers, our databases store customers’ order history indefinitely so that they can always come back and order the exact same garment again in the future (and yes, you can even make changes if you gain or lose a few pounds in the interim).
The indi solution, from online ordering to body prediction to the completion of a fully customized garment (and everything in between), may seem fairly complex, but the beauty of our technology is the seamlessness of the entire process.
So, finally, consumers have a simple (and affordable) solution to finding their perfect style and fit—without any hassle. Contact Us
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By mail. indi
5515 Doyle St., Suite #15
Emeryville, CA 94608
(877) 251-0359
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