Our vision is a better future for industrial production.

Consumers want products tailored to their choice and needs. 

Brands need to be responsive to consumers as individuals. 

Every body is different.

Too much is designed for averages and manufactured in bulk.

There is too much supply for not enough demand. 

There is too much waste.

We are building the tools for mass supply to meet individual demand.

Manufacturing can be tailored to the individual.

This is the next step in customization.


About Unmade

Unmade is a fashion technology business, started by Hal Watts, Kirsty Emery and Ben Alun-Jones. In 2014 they initially launched a prototype brand as Knyttan. In 2015 they raised investment from Connect Ventures, Felix Capital and Local Globe and launched to the public as Unmade. Today the team of 26 is based in Somerset House in London.


  • Oct. 14

    Knyttan, a prototype brand to demonstrate the power of mass customized knitwear, is created.

    Knyttan Shop
  • May 15

    Hal, Kirsty and Ben raise $2.7M to turn the ideas behind Knyttan into the Unmade platform, lead by Connect Ventures.

  • Oct. 15

    The first version of unmade.com launches as a direct-to-consumer offering, demonstrating the value of the Unmade proposition.

  • April 16

    The Unmade direct-to-consumer business wins 4 awards in one week.

  • July 16

    Based on industry demand, Unmade introduces a B2B offer where Unmade technology powers the world's biggest brands.

  • Oct. 16

    A capsule collection designed by Opening Ceremony, manufactured at Johnstons of Elgin, and sold through Farfetch is the first B2B project.

  • Feb. 17

    Bruno Mattia joins as Sales Director from Lectra.

  • June 17

    Unmade is commissioned by the Museum of Modern Art in New York to reinterpret the iconic Breton shirt.

    The Unmade Bret.on
  • Dec. 17

    Rapha and Unmade agree a long term partnership.

Drapers Digital Award
Best Use of Innovation 2017
British Fashion Council
Futures Award Digital Coalition 2016
Retail Week Tech & Ecomm Award
Digital Launch of the Year 2016
h.Club 100 Award
Fashion Category Winner 2016
Beazley Designs of the Year
Digital Category Nominee 2016
D&AD Yellow Pencil
Digital Design 2016
D&AD Wood Pencil
Art Direction 2016
D&AD Wood Pencil
Branding 2016
British Fashion Council
Futures Award The Big Idea 2015
“With their software, they could potentially connect to every factory in the world, making production more efficient and enabling any brand to create unique product.”

Want to work for Unmade or interested in using our technology?