Unpicking Unmade

Unpicking Unmade

Blog posts will be falling into a theme for a while as I continue to be intrigued by alternative methodologies and more altruistic ways of looking at the fashion world, that is undergoing what I think is a bit of an existential bout of self-doubt.  These are the specific facets of fashion and creation, which I’ve always been concerned with, but as Style Bubble just hit the ten year mark – and no, I’m not making a big deal out of it – it’s made me want to go back to the things that got me mega excited about blogging in the first place.  

I’m not the only one, who has been piqued by the unique innovative start-up UNMADE, which has been dubbed as a “disruptor” of knitwear.  I first came across their work, when they were known as Knyttan and had worked with Christopher Raeburn a few seasons ago.  Renamed as Unmade, they were then part of Selfridgess’ sustainable line-up of Bright New Things earlier this year, and I have been meaning to go visit their set-up in Somerset House ever since.  







A few weeks ago, I ventured down into the hidden rabbit warren of studios and offices that lie beneath this historical palace to see Unmade at work.  The first question I had for Ben Alun-Jones, one of the founders of Unmade, was how to define this business.  Is it a brand?  Is it a technology?  Is it a manufacturer?  “A platform or a catalyst is a better way of explaining it.  When you go on the site, we’re not the designers so we invite external designers to come and enable them with a technology that we have developed.  And then we give the customer way more power in the creation of their clothes.  We don’t make anything until you’re happy with it.”

A visit to Unmade’s beautifully designed website (best viewed and used on an iPad), and you’re presented with a collection of knitwear designs featuring motifs and patterns by a curated array of designers (spanning fields of interactive design and graphics as well as fashion).  You can customise the placement of the pattern and print as demonstrated in the GIFs at the bottom of this post in addition to picking out a colour combination.  Once you click ‘Buy’, Unmade generates a file from their specially designed software that is then sent directly to their industrial knitting machines.  Every piece of knitwear is made-to-order, with a five to ten day window between the customer ordering it and receiving it.  All pieces are hand finished and packaged at Somerset House and then sent out to the end customer.  Unmade hold zero stock.  In effect, Unmade has hacked into a methodology of mass manufacture and changed the production process so that it can involve the customer as well as solve the problem of overproduction and waste.  Unmade doesn’t fit into any pre-existing fashion mounds because it’s creating its own box.







Unmade began its journey in 2013 when Alun-Jones, along with Kirsty Emery and Hal Watts, who had met at London’s Royal College of Art, collectively happed upon an industrial knitting machine and spotted an opportunity for innovation.  “When we saw these industrial knitting machines, we were really inspired by the fact that they could make a different thing every time,” said Alun-Jones.  “The way that people were approaching these machines was super old-fashioned.  Once the capability of these machines was established, the next step was to think, what do you do with a machine that can do anything?  The customer shouldn’t take on the responsibility of having to design an entire garment.  Designers are super relevant but how can we update the design process and involve the customer.”

With a grant from UK Innovate, Alun-Jones, Emery and Watts were able to quit their day jobs and put their experience of design, engineering and fashion together to create what was called Knyttan, that has now evolved into Unmade.  In their Somerset House plant-filled basement HQ, with its huddles of developers, designers and engineers, you don’t feel like you’re in a fashion environment.  Unmade staff are probing, investigating and solving rather than toile-ing, sewing and sketching.  Alun-Jones draws a comparison between the lack of innovation within the fashion industry with the dramatic changes of the music business. “Beatles were the sole creators of their music and people would go out and buy their vinyls and that would be the best thing you could get.  Now in the digital age, you can distribute music for free and there are so many more artists available out there.  In fashion, you still have a model where the big brands dominate and you go to the shops and it’s the same sort of product hanging there, and so the way we make clothes haven’t caught up with this world that wants something unique and different.  Why can’t we use these machines that already mass produce things but use them in a different way?”








It’s important to emphasise that whilst Unmade are enabling customers to customise certain elements of the design, the main thrust of every piece of knitwear still belongs to the designers, who have collaborated with Unmade, be it Studio Moross with their Memphis-esque squiggles, Paris Essex’s splat pattern or Kitty Joseph‘s pixelated gradients.  “It’s like in computer games where you have a lot of different scenarios and parameters that you can choose from, but it’s still controlled,” said Alun-Jones.  “When you land on the site, you know it has an Unmade quality, and you don’t have to spend lots of time picking out the tiny details and for the vast majority of people, they want a simpler customisation process.”  They also delineate quite clearly, the boundaries between Unmade as a platform, the designer and the customer, when it comes to ownership of design.  “The designer that we’ve partnered with gives us the license to use the design.  You’re creating within parameters of the original design so the customer doesn’t own that design.”

Still, the possibilities of design outcomes are endless.  Unmade has never produced a jumper to the exact specification twice.  With just the drag of a mouse, a click of a colour combination, a unique interpretation of a designer’s pattern is created.  One of the most satisfying consequences of this process though is the reduction of waste that Unmade achieves, after an initial period of trouble shooting their software.   “When we first started, we were having a lot of problems with sizes of things coming out.  We had to come up some advanced algorithms to solve them to make sure what you see on screen is what comes out of the machine.  Now, we have a very low wastage of what we manufacture.  We use very high quality Italian merino and cashmere and everything is fully fashioned.”





Their on-site production facility is indeed very neat and compact, Behind glass doors scribbled with order status charts and instructions are three Stoll machines humming along, fulfilling anything up to thirty pieces a day.  Then there are hand finishers using the linking machines to finish off a piece of knitwear.  There aren’t any trolleys with an excess of product piled up.  There’s a modest amount of yarn.  And the leftover scraps from the machine are contained within a single plastic bag.





When they popped up at Selfridges, I did wonder how the average shopper would react to the idea of not getting that immediate shopping gratification.  How do you shift the customer perception from getting something to take home straight away, to having to wait for a jumper to emerge from a machine.  Could seeing the process on the spot entice the customer?  I asked whether in the future, Unmade could produce knits within a shorter period of time than the one week time lag.  “At our Floral Street pop-up, if you came in the morning and started the process, by the end of the day you could come and pick it up.  We’re still a very young business so we’re still solving those problems but that’s definitely the dream.”

The really exciting thing about Unmade, hence why they’ve had several rounds of investment with the likes of José Neves of FarFetch backing them, is the overall potential on the horizon.  The ultimate end goal for Unmade isn’t necessarily to build up a massive customer base for their own e-commerce site.  They repeatedly assert that they aren’t a brand.  “We want to be like an Intel,” said Alun-Jones. “Unmade becomes this technology layer that enables small designers or big brands to produce knitwear in this way.”  They’re currently talking to established historic brands to see how they can collaborate together, whereby Unmade becomes this trustworthy enabler of on-demand and customisable knits.  Imagine for instance a Gucci piece of knitwear made using Unmade’s platform, where you can specify colourways or where exactly a pretty bird or flower motif sits.  Or looking at the bigger picture, could Unmade change the way we buy our clothes, where we’re not buying off the rack but co-creating with brands to create clothes that are made there and then, and thus feel more special.  Alun-Jones says they’re concentrating on knitwear for now but unravelling the yarns of Unmade makes you think about the future of an industry, that soon may not be predicated on seasons, production in quantity and the full autonomy of the designer.  And it may not be the traditional fashion power players that drags this industry kicking and screaming into the 21st century. 

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Leave a comment
  1. Paula

    2016-05-07 at 1:20 PM

    This is so neat!

    Paula- http://www.livingpaula.com

  2. Ev

    2016-05-07 at 1:47 PM

    Great photos!


  3. Yvonne

    2016-05-07 at 5:57 PM

    Oh yes people want to be individual and funky, bespoke clothing and jewellery is the way forward, not just for the super rich either.

  4. adam

    2016-05-08 at 4:17 PM

    These jumpers look so cool
    Adam | snapchat: ok-adam

  5. Liliana

    2016-05-08 at 6:06 PM

    I love the idea that the customer gets to choose exactly what he/she wants and that there is basically zero waste! A perfect balance.

  6. Dani korneliussen

    2016-05-09 at 12:45 PM

    Such a great concept! They do indeed, have a terrific website that makes one want to play around with all the pattern shifting and then …BUY!! Thank you for turning me on to them, Susie. You are the best! 😉

  7. Peter

    2016-05-10 at 5:32 AM

    Hi Susie! I’m a huge fan of yours—I’ve been reading Style Bubble probably 7 of the 10 years of its existence—and I’ve noticed this theme lately in your posts, this “existential bout of self-doubt” and other references that hint at a sort of discontent or antipathy with the current state of fashion (fashion being Fashion: the industry, the shows, the houses). I’d be interested to read your thoughts in a post dedicated specifically to this subject. I love this current series, any time you’re in an atelier or factory makes for a great read, but I’d love to hear the whole thought process behind this current refocusing of your attentions to this kind of story.

  8. Hau Nguyen

    2016-05-10 at 11:42 AM

    Thanks for sharing

  9. core

    2016-05-11 at 1:20 AM


    I really liked this article but one comment struck me as problematic: Alun-Jones’ statement regarding the Beatles and music distribution.

    The analogy between the music business and the fashion business doesn’t hold. While it’s true access to music has improved in recent years, the music itself is often undervalued – and in fact, is not being distributed for free. Someone is paying for it, and it is usually the artist.

    I am sure there is no model that suggests that this company should offer their technology or designs for free, without fair compensation to the artists. That would be the danger of trying to model future fashion on the music business. Something worth considering as we contemplate new paradigms for this business.

    Thank you!

  10. Rita

    2016-05-11 at 3:49 PM

    This is great.Thanks so much for introducing me to these jumpers – they are awesome. We actually sell quirky emerging designers from around the world ourselves so enjoy your blog for creative inspiration xo

  11. Anne Chung

    2016-05-13 at 3:26 PM

    This is so boring. You are more interesting than these, your personal style is more stimulating. I guess you have to promote these events and people. I enjoy looking at you, your fashion sense (or lack of) your accent and everything about you speaks volumes.

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