Ralph Lauren recently launched a new made-to-order polo shirt platform that allows buyers to customize shirts to their exact specifications. The brand indicated that the move was part of a plan to get more into on-demand manufacturing to reduce surplus supply, citing sustainability concerns that have surrounded the apparel industry.
Via Town & Country:
The on-demand method is an environmentally-friendly and sustainable way of producing garments. Instead of trying to predict how many pieces will sell (and risk over-producing), each made-to-order polo will be created especially for its buyer, exactly to their specifications. Besides eliminating over-production, the made-to-order method also helps to cut back on fabric waste, as each polo is knitted to order, not cut and sewn.
On the platform, users can choose from six base styles featuring color-blocking, collar striping and other features. From there, they can choose from 24 color combinations, then personalize with text and select from several Ralph Lauren logo options.
A legacy apparel company like Ralph Lauren—still so ubiquitous and with such a rich history—embracing on-demand manufacturing is a big step for sustainable apparel. Though it’s not a surprising move considering how forward-thinking Ralph Lauren has proven to be recently. (See the brand’s recent augmented reality campaign.)
This customization effort also goes to show that there are more paths to sustainable apparel than just using recycled materials.
We’re seeing more of this kind of thing, too. Amazon, for example, recently launched a custom T-shirt platform that allows buyers to personalize shirts down to the fit. We’d be surprised if more apparel companies don’t follow suit, especially as personalization continues to catch on with consumers.
