The clothing industry is a massive industry. Everybody on earth has lots of these products. But everything's produced 5speculatively and everything's produced 6en masse. But something like half of all of the clothes that are made are actually fully 7utilized. That's like a fancy way of saying that they're made but never worn. Being from the Isle of Wight, we have 8naivety as a superpower because you sort of say, Why would you do that? Why don't you just make what people need when you need it? And we're like, Yeah, we're going to redesign the clothing industry. And you can actually do that just with technology, like making new types of machines and new software that runs those machines so that you make things 9on demand.
In the sky, in the cloud, are all the orders that have just been placed in the last couple of seconds. There's factories like this all around the world. And so the first step is that orders are sent across borders as data. Massively cuts out travel carbon. And Max just scanned the barcode and the computer said, You should go get this large T from 7WB11 and chuck it on C1. So let's go do that. and we put it on the track, that's it. But from order to shipping, you're looking at a couple minutes. Really simple, but it's meant to be simple because that means it can 10scale. The crazy thing about the traditional model is they would have produced tens of thousands of those products, speculatively, in the hope that someone would have ordered it. Here, it's already been sold.
We did it in our mom and dad's 11shed to start with. We had 200 quid. That forced us to be very efficient and not waste anything we couldn't 12afford to. That unlocks some really big opportunities because you just save money. You save loads of money. We invest some money here over in organic cotton. And then the second thing that we do is we use that money to fund our circular program. Now we have something like I think 10,000 brands and businesses that produce their products in this way. And now increasingly what we're doing is it's sharing with the industry. Because it's cheaper and because it's more efficient, you can actually get people over the line who previously perhaps wouldn't be your typical sustainable 13pioneers. And so that's what's exciting.
