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From the woman who struggles finding the right fit due to her curvy figure, to the one who struggles because she’s a bit shorter than the norm, every woman has had trouble finding the right pair of jeans. Fast Company details that the problem with finding the right size is a lack of diversity when it comes to designing jeans. Retailers use “fit models,” women between sizes 2 and 6 to craft their jean sizes; even though the average woman in the US wears a size 14. But it’s from the frustration to find the right jean size and fit that INDI Custom Jeans was born.

INDi is an innovative company that creates a unique pair of jeans for each of its customers. Users simply go online, pick their fit and style and fill out the body profile. Jeans are then sewn and made uniquely for each person.

“Jeans shopping is tough; 70% of women and 40% of men say they wish they had jeans that fit,” Ali Fenn, the company’s head of marketing tells Fast Company. “It’s also emotional for people. People have their own body issues. There’s something about being able to go through this process online in a way that you wouldn’t go through in a brick-and-mortar.”

INDi helps to give customers a one-of-a-kind fit that is saved for future shopping, and familiarizes them with using technology and e-commerce in a new kind of way. The INDi team is a combination of people with a myriad of experiences working in fashion and retail as well as members familiar with various social media and technology companies.

It’s an idea that can change the way people currently shop, if they grow comfortable with the idea. Fenn hopes that one day, there will be equal space in the market world for custom fit products like INDi, and the traditionally shopping experience.

“Ultimately, they need to merge,” she says. “On the one hand, going and trying on a bunch of clothes with friends…is a good thing. On the other hand, you don’t find something that fits great, or you are 20 pounds heavier than someone else, it can be not so fun.”

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