Boundary Breaking Ivyrevel Merging Fashion Creativity With Machine Learning

We recently discovered Swedish brand Ivyrevel, a label definitely after our #WearableTechStylist‘s heart. Breaking boundaries through innovation, the label has been praised for designing clothes with the customer’s needs in mind. Offering limited edition merchandise that meets a shoppers’ demand and desires, Ivyrevel are pioneering a new trend of merging fashion creativity with technological innovation.

Digital fashion brand founders by Dejan Subosic, Aleksandar Subosic, Kenza Zouiten and Gustav Springfeldt.
Digital fashion brand founders by Dejan Subosic, Aleksandar Subosic, Kenza Zouiten and Gustav Springfeldt.

Purely digital, Ivyrevel was founded by Dejan Subosic, Aleksandar Subosic, Kenza Zouiten and Gustav Springfeldt. Understanding that customer data is the backbone of fashion, especially for online brands, Ivyrevel developed a distinct approach to design by including machine learning as part of their creative process. Fully integrating multiple sources of data Ivyrevel is reshaping traditional creative process, especially when it comes to distribution and customer experience. On experimenting and empowering the machine learning ability Dejan Subosic shared, “Technology as a source of creative expression within fashion is something that excites us. We will learn a great deal about the evolution of creativity by fusing these two worlds together.”  

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Ivyrevel’s out of the box thinking has led to H&M becoming a major investor in their vision. The high street giant supports the label through production and strategy. On the partnership Björn Magnusson, Head of H&M CO:LAB, part of H&M New Business stated, “We are delighted to support the entrepreneurs at IVYREVEL on their journey to explore the merge of fashion creativity with technological innovation and in creating a fashion brand for women of the digital generation”. Another company invested in the online digital brand is Paypal. They advise Ivyrevel on payment and distribution.

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Investing in the future of fashion, the Stockholm based brand recently launched Fashion Tech Lab.  The tech-focused environment will unconditionally and without restriction experiment with interactive fabrics and wearable tech, which in our books can only be a good thing for this forward thinking digital brand.

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Muchaneta Kapfunde

Founding editor-in-chief at FashNerd.com
Founding editor-in-chief & WearableTechStylist of FashNerd.com, Muchaneta has worked in the fashion industry for over 14 years. She is currently one of the leading influencers speaking and writing about the merger of fashion with technology and wearable technology and a regular contributor to digital news sites like Wareable.
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