In order to produce sustainably, Cylvan wants to avoid stock shortages and overproduction.
The aspect of sustainability has always been at the heart of where we saw huge potential for improvement within the fashion industry. We face a situation now where it is currently possible for everyone to produce what ever the mind can think of. Most products are divided up into established product categories like for example jackets, shirts and pants. Still every season fashion companies spend huge amounts of producing sample which might then be destroyed as they are not market ready. This can result in a product development process that requires up to 3 rounds until you finally achieve a product that will then be manufactured and sold.
In these scenarios it is a very interesting development to observe that 3D technologies allow to create a digital image of your product that is so close to the final product so that the sampling process can be shortened down dramatically.
Furthermore this technology enables smaller brands to publish their designs through social media and get the customer feedback before a design goes into production.
AR – Augmented Reality
In addition, augmented reality functions bring completely new possibilities into the shopping experience. Before you order anything at all, you can decide much more easily whether you really like a garment and what it looks like from all sides. This also avoids the constant sending back and forth of deliveries.
With the help of a smartphone or tablet, you can project the product directly into reality via the online shop and look at it from all perspectives. A technology that we've experimented with many times before and that offers completely new possibilities.
Also there you can see the immediate benefits of not overstocking on items and thereby reduce the overproduction that we currently face in the fashion industry. With the highly sophisticated production equipment it is already possible to satisfy the global needs for garments; actually clothing is widely available everywhere at all price ranges and it is more dependent on the marketing effort to convince customers to choose your shirt over the one from a competing brand. This will raise the question what is a brand in the near future?
At Cylvan we believe that technologies are never deterministic, but that we now have an opportunity to reshape the way garments are consumed and produced.
Through the ongoing hyper education of the masses enabled through the internet the standards and conditions under which are product is made will require will quickly rise, thereby encouraging a shift away from the fast fashion model that is based on exploitation and maximisation of profits.
We will be able to present an interactive shirt to you and other customers which allows you to rotate around it, try it on virtually and in the next step adjust the measurements to your body.
Engaging with the people who are wearing our garments will bring exactly this additional value and service that is currently lacking in the traditional garment cycle. How could we divide up all body types into sizes like S, M, L and XL?
The technological progress has always been the most important factor of how we arrive at our product. So it is undeniable that once again the existence of 3D garment simulation will change our behaviour around clothing. We simply would to revert some of the environmentally challenging practices like long shipping routes, toxic dying process etc., which have been established through the fast fashion era.
Combining the digital creation of garments with an understanding of the crafts needed for the manufacturing and an interactive design development is the direction we at CYLVAN support and work towards.