The Seam

Embroidery in progress / Source: The Seam

EuropeTextiles

4 MINUTE READ

Nate Tyler

WHAT WE SAY:

The Seam is on a mission to build a circular fashion economy through its "culture of care". The platform instantly connects its UK customers with repair specialists for on-demand tailoring and alteration services. With an ever-growing network of vetted Makers, keeping your clothes in the loop has never been easier.

KEY FACTS:

London-based startup The Seam connects customers with its UK-wide network of vetted Makers. These repair specialists alter or mend clothes, shoes, bags, and accessories, extending their lifespan.
Customers use the platform to book a service, and are directed to a specific Maker based on the item, the task required, and their location.
Once matched, "the customer and Maker are connected via our chat to collaborate on any details of the job. Customers can choose to meet the Maker in person or opt for postage or courier services," says Layla Sargent, founder and CEO.
As well as catering to individual customers, The Seam has developed white-labelled versions of its site for a number of partners, and supports other retailers in sourcing repairs and alterations for their consumers.
The assessment process for applicants hoping to join The Seam as a Maker includes an interview, a skill test, and occasionally a studio visit. They are evaluated on both technical criteria and communication "to ensure a positive experience for our customers", says Sargent. As of May 2023, its network spanned 120 UK-based Makers.
The Seam works with Makers to price projects, starting from GBP 3 (USD 3.85) to reattach a button, all the way up to GBP 310 (USD 397) to change the lining on a handbag.
Since launching in 2020, the company has completed over 10,000 repairs, and the rate of repairs grew by 542% in 2022, according to Sargent. The company’s 2022 End of Year Report found that the most common repairs booked were for broken zippers, torn seams and linings, and invisible knitwear repairs.

Restoring a leather bag / Source: The Seam

Mending knitwear / Source: The Seam

DIVE DEEPER:

Our culture is obsessed with fast fashion, pumping out between 80 and 100 billion new garments every year. As a result, the global fashion industry accounts for 10% of all CO2 emissions, more than the aviation and maritime shipping industries combined. And with less than 1% of discarded textiles currently being recycled, the drain on natural resources is devastating.
In the UK, 336,000 tonnes of clothes are thrown away annually. Whether due to wear and tear, changes in style and taste, or clothes no longer fitting well, it's cheaper and easier to buy a new item than to repair or alter an existing one, incentivising our fashion overconsumption.
Traditional crafts such as sewing and knitting have become 'lost skills' as people look to replace and throw away rather than repair and restore their wardrobes.
The Seam addresses these problems on multiple fronts by making repair and alteration services affordable and accessible while offering artisans a certified platform to market their skills and earn an income. It is committed to driving behavioural change among consumers and brands by enabling them to extend the lifespan of their items.
Although the matching process is performed manually, The Seam is transitioning to an automated system with the help of machine learning technology.
The startup has partnerships with Matches Fashion, Net-A-Porter, Mr Porter, The Outnet, COS, Hylo, Been London, and Navy Grey for white label repair and alteration services. One-off event partners have included Axel Arigato, River Island, Selfridges, and Joseph Fashion.
The Seam raised GBP 250,000 (USD 320,436) in a pre-seed round in November 2021, and is currently raising its seed round. Sargent says this funding will enable it to improve its technology, recruit staff, onboard more Makers, and grow partnerships. The company won eBay’s Circular Fashion Innovator’s Fund first prize in February 2023.
Speaking on the company's growth, Sargent said: "We’re still small enough that it is hugely exciting to meet people who know of or have used The Seam, but we’re aiming to become a go-to platform for people’s wardrobe needs and a household name."

"We're dedicated to shaping an industry where the experience of fashion isn't just about consuming, but about participating in a culture of care."

Layla Sargent – founder, The Seam – as quoted in Fashion United

Key Design Considerations:

Bring ease to consumers

To bring repair back into the mainstream, The Seam offers convenience and accessibility. Simplifying the process and putting both parties in contact with each other has led to high consumer and brand uptake. Consider how you can facilitate your customer's experience to encourage positive behavioural change.

Empower your community

The Seam arranges "ongoing learning and upskilling opportunities to our Maker network for those who want to broaden the services they can offer". Establishing training opportunities to boost the skills of actors in your value chain will help you provide a first-class service to your customers.

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The Seam

WHAT WE SAY:

KEY FACTS:

DIVE DEEPER:

In the UK, 336,000 tonnes of clothes are thrown away annually. Whether due to wear and tear, changes in style and taste, or clothes no longer fitting well, it's cheaper and easier to buy a new item than to repair or alter an existing one, incentivising our fashion overconsumption.

Traditional crafts such as sewing and knitting have become 'lost skills' as people look to replace and throw away rather than repair and restore their wardrobes.

Although the matching process is performed manually, The Seam is transitioning to an automated system with the help of machine learning technology.

The startup has partnerships with Matches Fashion, Net-A-Porter, Mr Porter, The Outnet, COS, Hylo, Been London, and Navy Grey for white label repair and alteration services. One-off event partners have included Axel Arigato, River Island, Selfridges, and Joseph Fashion.

Speaking on the company's growth, Sargent said: "We’re still small enough that it is hugely exciting to meet people who know of or have used The Seam, but we’re aiming to become a go-to platform for people’s wardrobe needs and a household name."

Layla Sargent – founder, The Seam – as quoted in Fashion United

Key Design Considerations:

Bring ease to consumers

Empower your community

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