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Mass Customization Monday #16

Once again we have trawled the depths of the internet and skimmed the surface to bring you the most interesting and relevant mass customization news of the week.

Custom Bentley for Falconers


Falcons sold separately.

The automobile industry has long been at the forefront in mass customization. Cars currently are an example of a complex mass customized product made in the millions with tens of thousands of options. In the very beginning the automobile industry predominantly consisted of custom cars. Companies such as Mercedes would build the car and the coachbuilder would customize the entire interior. One of these coachbuilders is Mulliner, now the high end bespoke service for Bentley.


An additional boot perch for your falcon will accommodate your falcon in style.


Don’t want your falcon to be in the boot while you drive? There’s a perch on the armrest in the passenger cabin.

The craftsmen at Mulliner have now unveiled a custom Bentley Bentayga for falconers. The Mulliner Bentley Bentayga comes with a cabinet for your falcon and a drinks cabinet custom made out of cork. There are custom hand made wood inlays for the dashboard and even a perch for your falcon in your car. The pricing was not disclosed.

Is the sky the limit for car customization? What kind of pricing and options could one reasonably expect in the future? It is interesting that the custom version of the Bentayga could work very well as a targeted PR car for Bentley. This is sure to be a very ‘sharable’ piece of content for people interested in falconry and may lead to more interest in the Bentayga in a very targetted way. Could you make a high end customized version of your product that would bring in new customers?

Aston Martin to use 3D Scanning to Make Custom Driver’s Seats

Aston Martin will offer customized driver’s seats based on a 3D scan of your body on their Valkyrie car. The Valkyrie is a limited edition ‘hypercar’ being made in collaboration with Red Bull Racing. It will have a 6.5L V12 engine as well as a 1:1 power to weight ratio.aston-martin-valkyrie_custom_seat

The Aston Martin Valkyrie

Customization and custom fit through 3D scanning is an area we think is fruitful for significant further exploration. Custom 3D scanned and 3D printed hearing aids already have dominated the In The Ear hearing aid market by being more comfortable and made just for one person. We think that customization through 3D scanning could win in many more markets such as sports apparel, high end tools and consumer electronics.

No.One Custom Makes Sneakers in CaliforniaNo_One_Custom_hand_made_sneakers

A pair of No.One sneakers.

No.One is a high end sneaker brand that makes custom sneakers and makes them in California. The sneakers are made to order and made to fit much in the same way as dress shoes have been for a hundreds years. In an interview with cofounder Mark Gainor he said some things that we think are key advantages for on demand production and mass customization…

“You have most sneakers being designed and produced 12-18 months in advance, inside of an antiquated seasonal calendar that demands new “innovative” releases every month. Hence the endless drops of whack colors and materials on the same tired silhouettes. It’s a blueprint for mediocrity. It’s critical for us to make shoes in real time that go live into our customers hands as we create them. You can really have an authentic dialogue with your customer, we send them photos of the shoes being made, we know when they receive the shoes and how long they have been wearing them. We stay in communication with them for the entire process, and will continue to do so. On the business side, we don’t carry inventory or have to deal with forecasting, returns, and discounting. All that bullshit. Of course we have our own unique set of challenges, but they feel like modern issues to be expected when you do something different.


One of No.One’s 3 cobblers at work.

Sneakers from their very beginnings were being made overseas with Nike for example initially reselling Onitsuka Tigers made in Japan. With more and more products becoming artisanal and local it was only a question of time before more brands undertook mass customized and bespoke sneakers. One thing that No.One is getting very right is that the sneakers are each individually made for one person’s fit, we think that this kind of functional customization will add more value, bring in more barriers to entry and be a better long term strategy for many fields. Time and time again we also see that mass customization and bespoke speeds up sales cycles and gets products to market. We also completely agree with No.One that dialogue with customers is key and we also see that not having inventory is a key advantages of such a process. We really believe that businesses set up like No.One is will deliver some of the future’s best business success stories.


By using a shoe last No.One’s process for making bespoke sneakers is remarkably similar to that of traditional leather dress shoe makers.

ELV cannibalizes and customizes jeans

Marcel Duchamp was one of the people who popularized the objet trouvé with his readymade sculptures. Rather than create from a raw material an artist became free to find a thing and repurpose it as art. Recycled and upcycled materials have become incredibly popular in the art and craft world. Contemporary jewelry a few years back seemed to consist of many more pieces that were combinations of found, upcycled or recycled things than completely new ones. Vintage has long been a fashion trend as has combining vintage clothing with contemporary pieces.


Model jogging while sitting in ELV custom jeans.

London based ELV will now custom make you a pair of jeans to fit. What’s more, these jeans will be recycled old Evisu and Levis jeans. There is some real substance here as the article does tell us that, “according to Levi’s life-cycle assessment, one pair of Regular 501s uses a total of 3,781 litres of water – from the growing to the manufacture and including wash cycles of the consumer).” Water usage for cotton and clothing in general is astounding and clothing is being worn less and less. One survey found that some women on average wear a clothing item only 7 times. Americans throw away on average 36 Kilograms of clothes each year.


One man’s rubbish may be another’s treasure.

Delayed landfill or disposable fashion is becoming a real environmental concern. Clothing shopping for many is now more of a pastime than a search for things one needs. Clearly more sustainable solutions will have to be found either by re-introducing much longer lasting signature items, having some kind of clothing system where one gets a subscription and in return the clothes are a service cared for cradle to cradle, by drastically reducing the amount of runoff, Co2 and wasted water caused by fashion or another solution.

Recycling more or using recycled items in new clothes is a possible alternative solution. The item is repurposed and given a longer life while the customer has bragging rights on a new piece and the company makes money. In this way ELV’s model will let us consume while wasting less. The company’s model is similar to others such as FREITAG’s recycling of truck tarps into bags. What say you? Will ELV’s custom jeans take off?


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