about us

Why? We had wild, crazy dreams about changing the world, or at least the fashion world, by letting consumers call the shots.

And by calling the shots, we mean, each and every indiDenim customer gets:

Finding that perfect pair of jeans can be a challenging pursuit... if not impossible. Too often consumers try on several pairs only to leave frustrated and empty-handed – or worse, to settle for jeans that don't quite fit properly. indiDenim jeans are made to fit your unique body measurements.

Consumers shouldn't have to spend hours at stores, searching in vain for a pair that matches the fabric, wash, rise, leg shape and finish you’re looking for. It's the 21st century! Plus, there is nothing special about looking like every other girl or guy on the street, right? indiDenim's cutting-edge technology lets men and women design their own, completely unique style.

Finally, indi is the solution to that enduring problem of wishing you could buy your favorite fitting jeans again and again! indiDenim stores each customer’s pattern and order history in a personalized Digital Closet, so customers can easily come back to buy the exact same garment or to try the latest styles while keeping the same fit.

Basically, what we are trying to say is, we're turning the apparel industry on its head. Intrigued? Well, just check out the links to the left. We've got a story to tell, indeed...

In our eyes, the way clothing is sold is an anachronism. The current system of mass produced, standard sized clothing is convenient for the companies selling the apparel, but doesn’t work all that well for a lot of consumers. We founded indi to change all that - rather than individual consumers of all shapes and sizes trying to fit into standard sized clothing, we think consumers ought to be able to get exactly what they want in a size that fits them.

Our idea was to bring the idea of mass customization (think build-a-bear or customizing your Dell) into apparel. With mass customization, the consumer has a tremendous amount of design freedom, but since that customized product can be made in a production line or module, manufacturing gains some serious efficiencies—which ultimately lowers the cost for the end-consumer. And consumers tend to value that.

But then we took the concept one step further. We figured, what good is a customized style if it doesn’t even fit? And that is when things started to get interesting.

In keeping with the mass customization idea, drafting individual patterns manually was out of the question. We had to figure out a way to create completely unique patterns in an automated way. To add greater complexity, we also knew that we wouldn’t be able to rely on consumers for accurate measurements (trust us--consumers are just really bad at measuring correctly!). So we studied bodies. Lots and lots of bodies (sounds like a tough job, right?). And with more data in hand than anyone could ever need or want, we set forth to create our bleeding-edge fit technology and change the way consumers shop for apparel, one customer at a time.

And our fit technology is where it's at. Consumers answer straightforward questions about their body, and our proprietary algorithms spit out sizing specs that are used to create completely customized patterns. No human intervention required. Our patterns are then sent to our manufacturing partners, where the fabric is cut by computerized cutters and sewn in highly specialized sewing lines. From there, we wash, QA, package and ship the garment direct to our customers.

We love our jeans, but finding the perfect pair isn't always easy. Doesn’t every person out there deserve a say in how their jeans fit, look, and feel? We concluded it ought to be easier to shop for something so essential, and we felt compelled to become the solution. Here are some facts to highlight what’s so different about indiDenim:

Jeans are made in "standard" sizes and according to fit models-but every one of us has a unique body. Even when denim brands have different cuts for different body shapes (which very few do), they are still unable to cater to the wide variation of body shapes that exist in the real world.
Our jeans are made specifically for your body--and your body only.

Most of us wear jeans every day, yet finding jeans that actually fit and flatter is still a struggle. Muffin tops, gaping waists, baggy thighs, bunching fabric, dragging hems, and inappropriate butt exposure abound. These are the problems that pain us all. Something must be done to stop the madness!
Our jeans fit perfectly, guaranteed (or your money back!).

You can spend hours and hours trying to find the style combinations that are right for you. And when your favorite styles are unavailable, you have to settle for whatever the denim brands say you should want.
Our jeans are custom made with the style options that you specify.

Styles change depending on the time of year and the current trends. If you miraculously come across a jean that fits, you should probably save it for posterity. Brands change fits and sizes all the time, so your chances of getting the same fit in the future are slim to none.
We keep your personalized pattern on file-for life. This means you'll never have to try on another jean, ever. You can order style after style at indiDenim, and still get that same great fit!

• Once we get your order, we make a completely customized garment just for you and ship it to you FREE in just about 4 weeks
• If you have any complaints about the fit, we can make fit or style adjustments at absolutely no additional charge to you (show us another brand that can do this!)
• If you are not 100% satisfied, we allow you to return it for any reason *

* Note: indi By Appointment orders may be returned for exchange only.

Now offered in select markets, indi By Appointment combines our cutting edge technology with a highly personalized shopping experience by adding the personal touch of one-on-one consultations, fashion tips and measuring by indiStylists.

During an appointment with an indiStylist, customers have the opportunity to try on various indiDenim jeans and work with their indiStylist to customize any feature of the jeans to create their perfect pair. Customers build their jeans from top to bottom, choosing fabric, rise, leg shape, pockets, finishing treatments and more. Customers tell us how it should fit, look, and feel and get style advice from their indiStylist based on their body type and personal style. As online, indiDenim is able to create a unique pattern and one-of-a-kind jean for each customer.

Launching initially in San Francisco and Calgary, with expansion plans scheduled in various cities later this year, schedule your appointment here.

• We’re very proud of our online Jean Builder that shows our customers their jean in real time as they design it on our website. But the magic happens behind the scenes where we take all your style and fit inputs provided on the web to create a completely unique, customized garment for each and every customer.
• Our fit solution comprises patented fit technology for determining consumer body measurements. We developed fit algorithms from statistics gathered (and fiercely analyzed) from scanning thousands of bodies… all of which we pared down to the simple customer questionnaire you see in our ordering process that allows us to accurately predict customer body shape and size.
• Next, we created technology to streamline the entire custom apparel process, from automated pattern generation and computerized cutting to proprietary manufacturing software and quality assurance systems.
• Data and measurements generated by our fit algorithms are used to morph base patterns in a completely automated way (no labor required to customize individual patterns!). Each order produces a one-of-a-kind pattern fully customized for the consumer’s perfect fit and style. Pattern files are then sent directly to our manufacturing partners – usually within a few hours of us receiving the order.
• Once ready for production, our manufacturing software fully integrates with high speed, single-unit computerized cutting equipment capable of automatically cutting garments one-by-one in under two minutes.
• Upon entering a specially configured, modular sewing line, orders are batched by style and color. A unique item number barcode is sewn into each garment for single-unit tracking throughout the manufacturing process. Individual garments are then scanned when entering and completing each subsequent stage of production to communicate real-time status back to us and our consumers.
• After orders are completed and shipped to customers, our databases store customers’ order history indefinitely so that they can always come back and order the exact same garment again in the future (and yes, you can even make changes if you gain or lose a few pounds in the interim).

The indiDenim solution, from online ordering to body prediction to the completion of a fully customized garment (and everything in between), may seem fairly complex—but the beauty of our technology is the seamlessness of the entire process.

So, finally, consumers have a simple (and affordable) solution to finding their perfect style and fit—without any hassle.