100 Disruptive Brands 2017

Disruptive Brands



Online knitwear company Unmade only makes items according to customers’ and brands’ orders, using computer code to power knitting machines so people can ‘print’ customised jumpers, T-shirts and scarves in merino wool, cotton or cashmere.

It works with creatives from across fashion, art and design to create clothes that are defined by the customer and was founded in London by Royal College of Art graduates Ben Alun-Jones, Hal Watts and Kirsty Emery in 2013.

It raised £2m investment in the same year. Customers can click to drag patterns and change colours, and as the company holds no stock, production only starts when an order is placed.

It has run a pop-up store at Selfridges in London and the aim is for the company’s software to work with knitting machines close to where buyers live.

It presented its first guest collection in December 2015 with creative agency It’s Nice That, and has recently started shipping to the US.