“As a brand, we observed two key issues in the industry, overproduction and a change in consumer behaviour and expectations of retail spaces.” Said Mr Tamir Niv, Co-Founder of GINLEE Studio.
While participating in TaFF’s The Bridge Fashion Incubator, the company developed a new retail concept which could potentially allow them to address the two key challenges of over-manufacturing and the evolution of consumer preferences against traditional brick and mortar stores.
This gave birth to the proposal for “Made In Shop”, a new on-demand and on-the-spot manufacturing solution that is both sustainable and engaging for consumers. This involved the redesign of its pleat manufacturing process. (Early prototypes of the pleating process for “Made in Shop” pictured above)
Gin Lee and Tamir Niv, founders of GINLEE Studio