2023.10.03

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

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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.

PROFILE

Kenta Takada

DEUX FOYER CO., LTD. Representative
Knitwear Division (Custom Knit Brand Haut tricot)
Manager

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.

With this technology, we saw the opportunity to create a brand that stands out by not depending on the conventional clothing production and supply chain.

As a successor initiating a new business, he was appreciated for innovation and even spoke at a pitch event hosted by the Small and Medium Enterprise Agency, 'Atotsugi Koshien'

Moving away from the traditional business model of franchising chains and select shops – where goods are purchased from manufacturers and sold – has become challenging to sustain in an era with high fluidity of products and information. We directed our efforts towards production in-house.

The digital transformation (DX) enhances productivity, addressing issues such as labor-intensive environments and wage concerns in the apparel industry.

What concept does Haut tricot have as a custom knit brand that pioneers a new form of manufacturing?

'Completely redefining how clothes are chosen' is our concept.

The fashion industry has built its business model on 'planned obsolescence' – a marketing strategy that keeps introducing new products to stimulate purchases. However, many are starting to feel tired of chasing every season's new trends.

We want to differ fundamentally from existing apparel brands by producing only what is needed for each order, enabling customers to wear clothes that fit their color preferences and sizes for a longer period.

What are the benefits of using WholeGarment Technology?

It eliminates the need for segmented processes like planning, designing, knitting, cutting, and sewing, which allows our brand to handle the entire garment-making process in-house, enabling us to fulfill orders in about two weeks.

Also, by eliminating middlemen, we manage to keep the costs down. Despite using premium materials, we can offer products at prices comparable to or slightly less than those of standard ready-made clothes.

Our production process, from order to delivery, involves (1) creating knitting data, (2) knitting, (3) washing and texture enhancement, and (4) finishing and tagging, all done internally.

You've introduced a world's first knit design simulator on your e-commerce site. What advantages does this simulator offer to customers?

It addresses a major issue in made-to-order products: not knowing how the finished product will look. This simulator significantly improves that aspect, also providing a seamless shopping experience from simulation to order.

In addition, because sample production is unnecessary, it eliminates waste and allows for a fast-paced product rollout.