Yes, these are two very different ideas. What Denim on Demand is doing is allowing you to select all of the various options that go into the product you purchase. Multiply Fit x Size x Length x Hardware Options x Leather Options x Graphics and you’ll see there’s over 8,000 unique combinations your jeans could be.
This is essentially how it works when you order a car from the dealership and pick your engine, leather, and options package. The dealership calls the factory, who assembles the vehicle just for you. It doesn’t mean they re-engineer the car from scratch though - that would be “bespoke.”
Bespoke is an often confused term. In fact, most suits, even the ones custom made for you are “made to measure” (made to order they would say in the car model above) like Denim on Demand and not “Bespoke”
In “custom” or “made to measure” model your tailor shows you fabrics and fits, selects your size and maybe even some other details, then calls the factory (either in Asia or Europe) who make the suit and ship it back ulnhemmed at a few key points which your tailor then fits and sews for you.
If it were bespoke, the tailer would hand build you a new suit pattern from scratch… it would also take several fittings (often 5+) to get it right as he’s essentially reinventing the wheel. If you can find a true Bespoke suit costing anything less than several thousand dollars, you’re looking at a bargain.
Regardless, if more items (and in particular clothing) were created using the “made to measure” model, it would open up a lot of opportunities. There would be less waste. You would want the supply chain closer to the end user for timely delivery (manufacturing would want to be done in the USA to serve American customers). And you wouldn’t be as beholden to the style choices of a select few… who are likely to change them annually to get you to buy more.
Denim on Demand is our first attempt at gauging the interest in this kind of thinking.