Rapha Press Release March 2019
Rapha launch industry disrupting custom range using Unmade's innovative technology
London, UK- March 2019- Global fashion software company Unmade today announces the launch of a new service for the design & automated manufacture of digitally printed apparel, with its first customer, Rapha Custom.
Rapha selected Unmade as a technology partner to deliver a customisable team range designed to disrupt the current custom cycling market, by offering world-class products and a revolutionary custom design experience. Rapha identified custom as a big opportunity for them alongside their mainline collections.
“When launching Rapha Custom we looked to address some of the biggest constraints for groups of cyclists creating custom kit. The market was crying out for a design led and fully digital customer experience that was seamless in manufacturing and delivery. Unmade’s software provides us with a best in class system that is fully automated and integrated throughout the entire process” Ed Clifford Head of Rapha Custom.
Custom team kits have traditionally required high manual involvement in the design and production process, with a poor user experience and long lead times. Manual art working and setting up print files for production is costly and not scalable for large volumes. Unmade’s new print solution offers fashion, lifestyle and sportswear brands the opportunity to create unique customer user experiences with seamless omnichannel integration and a complete production process that is automated, accurate and efficient.
The customer journey is fully supported by Unmade’s visualisation system which delivers photorealistic renders of the customer’s unique design onto any photography. This can be art-directed to the brand’s specifications and may include mannequin shots of any angle, modelled studio shots and lifestyle imagery of a group or team in any location-based scenario. The result is a user experience that is completely unique and stress-free.
Rapha can now offer time-limited content or designs for special editions and partner collaborations. This allows for bespoke manufacture products on-demand for prototyping and short runs.
Unmade’s software allows Rapha’s customers to create a complete team kit of the finest cycling clothing with limitless options and hundreds of colours and layouts. It provides easy to use templates as starting points and enables users to upload their own logos to a full range of team kit. Uniquely positioned against other tools of this kind, the platform captures riders’ imagination by showing previews of their designs, on a model and on location. At the end of the design process, a shareable URL is created and a team portal can be shared between teammates.
“At Unmade it is extremely important for us to work in partnership with forward-thinking brands who share our vision for creating real change within the fashion and sportswear industries, through bespoke experiences and collections that are both innovative and efficiently manufactured,” said Hal Watts, Co-founder and CEO of Unmade. “Working in collaboration with the world leading cycle brand Rapha has allowed us to expand our capabilities from a knitwear focus into print.”
Unmade is a global fashion software company driving innovation through customisation and delivering an end-to-end digital solution for on-demand production at scale. Unmade is working with some of the most innovative fashion, lifestyle and sportswear brands to foster a new level of customer experience through customisation and direct interaction with the product that is completely implicit to the existing production process. The business, started by Hal Watts, Kirsty Emery and Ben Alun-Jones in 2014, was born out of a desire to reimagine both the design and manufacturing processes within the fashion industry, so brands only make what is actually sold, resulting in minimal waste. The company’s cutting edge patented software was nominated for the LVMH Innovation Award at VivaTech in Paris, and in 2017, it won the Best Use of Innovation at the Drapers Digital Awards in London. Furthermore, Unmade was most recently named as one of the 100 best creatively led businesses in the UK by The Creative Industry Council. Pieces from Unmade are now a part of the permanent collections at both The Museum of Modern Art in New York and the Victoria and Albert Museum in London.
For further information and PR inquiries contact Ellie@unmade.com.
https://www.rapha.cc/gb/en/custom/ To make your own!
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