Fashion meets technology.
To debut his capsule collection in collaboration with a soon to be announced designer, Wiz Khalifa and Taylor Gang will bring the limited edition streetwear moment to life during a live musical performance. Throughout the show, guests will have the opportunity to participate in a unique activation utilizing CALA body scan technology to create custom looks from Wiz’s collection, hot off the runway. We caught up with the CALA team to get more of the nitty gritty behind CALA and the future of techwear.
You provide an all-in-one platform for designers and brands. How did CALA and this concept come about?
We had worked with a lot of people in the creative and design space and we began to see a trend throughout the businesses we were serving of people spending a huge amount of their time on things that they weren’t specialized in, like shipping and logistics or trying to maintain their own e-commerce store. One designer said to me “I’ve always wanted to be a designer, but now that I actually have my own brand, I only spend 10% of my time designing – and that’s the part that I really love.”
We created CALA so that designers and influencers can focus on what they do best – designing and promoting – and our team of experts in operations, technical design and technology will take care of the rest.
Fashion meets technology in your new body scanning app. Tell us a bit more about the body scan technology.
Fit is one of the biggest frustrations with buying apparel online, so we knew that we wanted to use technology to make this a better experience for end-customers. We started with a physical 3D body scanner at cool events and retail spaces, so we could build a large collection of 3D body models. We didn’t just want to make great fit available in big markets though, so over the last 6 months we’ve been feeding our machine learning algorithm to enable us to get your measurements with just 4 smartphone photos. It’s already far more accurate than what’s needed, and the more data we throw at it the better and better it gets.
This type of technology can take online shopping to the next level. Do you think the in-store shopping experience will ever go out of business?
No way. However, the future of retail looks very different than how we know it today. There’s no substitute for getting up close with the clothing you buy, and we believe that an immersive fitting experience powered by technology can really take things to the next level. Our technology will allow you to go to a physical store, have a cool experience and then get high-quality custom products in the same time it would take to order something online.
Describe the CALA collection in one sentence.
Streetwear essentials custom-fit through incredible technology.
What are you the most excited about for MADE LA?
A head-on collision between amazing designers and performing artists.
Get tickets for Wiz Khalifa’s performance here.