Fashion

This super smart Adidas store makes custom kit while you wait

By Kitty Knowles 22 March 2017
Adidas Knit For You: Fabrizio Bensch/Reuters
Summary

Knit For You: Adidas attire made in front of your very eyes.

Jealous of sports stars who get custom-made kit? Good news: you can now join them, by wearing your very own personalised Adidas attire.

Not only has the brand created a tech-savvy store where you design your own ‘sports casual’ clothing, it’s making these items for customers while they wait.

Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters

Knit For You

Launched in a shopping centre in Berlin, Knit For You is a great example of how technology is revolutionising the idea of made-to-measure.

First there’s the high-tech design process: customers stand in a dark room (that’s kitted out with sensors) and wave their hands in mid-air to manipulate projected images into their perfect pattern.

After creating a selection of designs, you’re invited to tweak them in Adidas’ in-store lab (there’s even a physical gadget that lets you play with real-life colour smart swatches).

Customers then pick a standard size or have a virtual body scan to ensure their merino wool sweater an immaculate fit, before a state-of-the-art machine knits the item in front of them (this takes a couple of hours).

Each merino wool piece is finished by hand, washed, and dried. Worth the £217 price-tag? Quite possibly.

Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters
Adidas Knit For You: Fabrizio Bensch/Reuters

The wider trend

This isn’t the first time we’ve seen fashion created on-demand – the future is all about offering personal, bespoke items, while cutting down waste.

Unmade, based at Somerset House, lets visitors customise knitwear before constructing each individual piece with their bespoke knitting machine. Meanwhile brands like WonderLuk use other methods – like 3D-printing – to build one-off jewellery pieces.

And the world’s number one sport brand Nike famously offered customisable Converse trainers and running shoes – and now Adidas is joining the playing field.

Knit For You might be a pop-up, but we’ve got an inkling it’s just the beginning.

The future of sportswear is here, and this time its personal.