The basic idea behind co-creation and mass customization is that retailers (anything from apparel to chocolate) allowing buyers to customize their products in such a way that they are able to help design/create something that is unique to individual taste and style. Unlike just going to a tailor and building something from the ground up, you are guided through a structured and defined process, so it's not too intense for the typical user and for the company to keep up with. Long story short: you get what you want.
There are a handful of companies like Blank Label (mens dress shirting), 1154 Lill (Chicago-made handbags), Chocri (chocolate), and the upcoming Open Runway (shoes) that all operate under a similar model. The list seems to be growing daily!
So here's my point: I'm developing The Style Cooperative because of my really strong beliefs in the idea of personal style and building contemporary wear that you actually want. We are all about lifestyle and substance, so when I speak about building something that is going to change the way people think about shopping, buying, and even wearing clothes- I mean it.
Clothes should make you feel good, and say what you want and need to say (cue the John Mayer hook). The Style Cooperative is the brand that I've been dreaming into existence for a couple years now, and I want it to be special for you too. The new site with full customization is literally right around the corner.
So let's get to the co-creating and let me know what you want to see next from us! Now we're cooperating... stylishly.