Back in November of 2020, Swedish fashion brand WEEKDAY had introduced a new innovative concept that produces unique custom-fit jeans by combining 3D scanning technology and algorithm-based pattern generation. This new innovation is called Body Scan Jeans and is a collaboration between WEEKDAY, H&M Laboratory and three external vendors.

With the help of Body Scan Jeans, customers can book an in-store contactless scan time, where 3D scanning technology will generate a virtual avatar made up of 100,000 data points to produce custom-fit jeans as if the jeans were woven around the actual body. They are then able to select from two styles and can additionally personalize the jeans by selecting various fabric, waist, and hem options and a select combination of trims.

The custom-made jeans will be produced and ready to pick up within 2-3 weeks and retail for 900 Swedish Kronor (approximately $100/€90). Returns for Body Scan Jeans will be accepted for up to 30 days after the purchase and refunds come in the form of store credit.

This is a very exciting opportunity for the fashion industry that brings novelty and creates enthusiasm for consumers to get back into the retail environment post-lockdowns. It also tackles two main troubles for consumers, fit and size, which also offers a solution for excess waste and inventory control in order to reduce consumer byproduct and slow down unnecessary production.

So far, Swedish shoppers are very satisfied with the fit of Weekday’s Body Scan Jeans. It was reported that none of the first 30 orders were returned, compared to the 40% return rates of conventional mass-produced jeans in e-commerce, according to Walden Lam, co-founder of Unspun.

WEEKDAY is owned by the H&M Group, which is well-known for its unsustainable and unethical production practices. This is a great step into a better direction, not only for the H&M Group but also for the fashion industry as a whole. Such technology could be the beginning to the end of the immense denim waste caused by manufacturers and the over-consumption of denim by consumers.

So far, the service is only available in their Götagatan store in Stockholm, Sweden.

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