Launched in 2015, 16 Stitches is an innovative shirt brand that focuses on customer feedback and in-house design to cater to a diverse clientele, from young boys to seasoned businessmen. Dedicated to delivering unique and stylish shirts, the company prides itself on its comprehensive approach to shirt-making, overseeing every step from fabric design to production, ensuring top-tier quality and service. Co-founder Punit Chokhani speaks to Fibre2Fashion about custom clothing business.
From your perspective, how are industry-wide sustainable practices evolving, and what challenges and opportunities do they present?
Sustainability is a dynamic and crowded space. The differentiator lies in internal processes, and the challenges and opportunities are intertwined with continuous learning and adaptation.
With the rise of e-commerce and digital platforms, how is the fashion industry adapting to the digital transformation?
With the rise of social media and global exposure, the fashion industry is evolving rapidly. Innovations such as fast fashion and streetwear have emerged, necessitating constant innovation and differentiation for brands to stand out.
How do you see the broader fashion industry evolving in terms of trends and innovations, and what impact do these changes have on the design and production processes?
Trends in the fashion industry are cyclical, with retro looks and larger prints making a comeback. Technology is increasingly pivotal in manufacturing, essential for scaling a custom clothing business and staying competitive in the evolving market.
Can you share the story behind the founding of 16 Stitches? What inspired you to start this venture?
The idea for the brand came from our own experiences. Neither Priyanka (co-founder) nor I had a background in fashion; I was an investment professional, and Priyanka was in marketing. Despite this, our professional lives demanded a polished appearance. We often struggled with finding high-end shirts that fit perfectly and faced challenges with local tailors. Our family’s involvement in textiles inspired us, and we saw an opportunity in India’s evolving market for quality, custom-designed shirts at an affordable price. This led us to establish 16 Stitches, stepping into entrepreneurship to fill this gap.
What challenges have you faced in building and growing 16 Stitches?
The absence of a fashion background posed significant challenges. Establishing a robust supply chain, securing quality vendors, setting up seamless manufacturing, and understanding consumer behaviour were formidable tasks. However, with a resilient team, a continuous commitment to learning, and embracing failure as part of the process, we overcame these challenges.
How would you describe the unique identity and style that sets your company apart from other clothing brands?
At 16 Stitches, our focus lies on design, quality, and fit. We pride ourselves on offering impeccable fits at reasonable prices without compromising on quality. All aspects, from fabric design to shirt production, are meticulously overseen by our in-house team, ensuring a distinctive and unmatched identity in the market.
How do you ensure the customisation of each shirt, and what criteria guide your fabric selection to maintain quality and luxury?
Owning the entire supply chain allows us to guarantee customisation from the quality of yarn to the final product. We collaborate only with the best partners and conduct two stages of quality checks before dispatch. This meticulous process ensures that every shirt meets our high standards of quality and luxury.
How does 16 Stitches approach sustainability in its production processes and materials?
While we currently do not use sustainable fabrics, we are actively transitioning our packaging to recycled materials. Additionally, we upcycle leftover fabrics into products like bags and pocket squares, showcasing our commitment to sustainability.
Could you walk us through the design process at 16 Stitches? How do you decide on the themes and styles for your collections?
Our design philosophy is driven by a team which is passionate about colour, nature, animals, and quirkiness. The process revolves around creating what we would wear ourselves, ensuring a genuine connection with our designs.
How has the digital landscape influenced 16 Stitches, and how do you leverage the website and social media to connect with your audience?
As a digital first e-commerce brand, we heavily rely on social media and our website to build brand equity and connect with our audience. Our communication aims to reflect our passion and ideology behind what we do.
How do you balance following industry trends with preserving the distinctive brand identity?
While we align with industry trends, our primary inspiration comes from within. Our fundamental pitch remains creating what we would personally wear, ensuring our brand identity remains authentic and distinctive.
What current trends in shirt design do you find most intriguing or promising?
Embroidered and sequined shirts are trends that we believe will endure and continue to captivate consumers.
What role is technology playing in shaping custom fashion, both in design and retail?
Technology is a game changer, especially in custom clothing at scale. Our complex visualisation software for custom shirts and in-house algorithms for sizing and supply chain demonstrate the pivotal role of technology in our business model.
Can you share any upcoming plans or initiatives for 16 Stitches? Are there new products, collaborations, or expansions on the horizon?
Innovation and design are inherent to our DNA. We continuously experiment with fabrics and designs, with collaborations and new products always on the horizon. Stay tuned for exciting developments!
Interviewer: Shilpi Panjabi
Published on: 15/01/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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