The Innovation of D2C Knits: The Allure of Custom-Made by Haut Tricot

The season to enjoy wearing knits has arrived. Knitwear, which envelopes you in slightly chilly weather, could be even more special if it's custom-made.

Haut tricot is a D2C knit brand that creates garments from scratch without the need for traditional sewing, using 'WholeGarment Technology'. This technology allows the company to cut out the supply chain, enabling custom-made orders to be completed within two weeks.

This time, we had a conversation with Kenta Takada from Deux Foyer Co., Ltd., who handles Haut tricot.

Creating a Unique Brand with Technology

Firstly, could you explain the background behind establishing the custom knit brand?

I'm the third-generation at Deux Foyer Co., Ltd., a retail business in Okayama.

The decision to move into custom knits was prompted by our adoption of the WholeGarment Technology, which allows us to handle all aspects of production in-house.

The apparel industry has become so segmented that many businesses rely solely on trading companies for production, resulting in a market flooded with OEM products that only differ in brand tags.