Zozo's clothes will be made through state-of-the-art technology. Shoppers will have to download its app and then order a free Zozosuit — a black spandex suit covered in a few hundred white fiducial markers. Once they're in the suit, shoppers will stand in front of their smartphone, where the app will initiate the camera. The suit's white markers synchronize with the camera and take measurements. A digital avatar is then created, which shoppers can see and order clothes off of. Additional tweaks can be made, like a shorter hem on jeans, or a wider V-neck on T-shirts.
Custom fast fashion sounds almost too good to be true. A category of manufacturing that has an immeasurable environmental impact and abhorrent labor allegations, one of the major criticisms of fast fashion is that it's made clothing disposable. If clothes were to be made for a customer's personal fit, surely people would think twice before tossing them.
Zozo wants to create a "size-free future," as Ito calls it, which is also in stark contrast with the fashion industry's general refusal to make clothes for women above a size 14, even though it's the size that the average American woman wears.