Body Labs’ 3D Modeling Technology Aims to Simplify Custom-Fit Clothing

The biggest challenge companies producing made-to-measure fashion face may be their own customers, often tasked with the tricky-to-perfect and time-consuming chore of taking and submitting their own measurements. “A lot of guys are uncomfortable with that. They’ve never touched a measuring tape in their lives and even if they do it, it would take 10 to 15 minutes,” said Jacob Wood, founder of Woodies, a direct-to-consumer startup selling customizable men’s shirts online. A new approach to the problem turns to statistical mathematics and comes from New York-based startup Body Labs, which plans to reveal the first apparel retailers using its Body Kit technology, currently in private beta testing, later today. Now in use on the Web sites of online retailers Woodies, Original Stitch and Mesh01, the API platform appears to be a virtual fitting technology that creates an avatar based on either a body scan or a series of measurements entered by the customer. But Body Labs’ chief executive officer Bill O’Farrell argues the platform he and a team of research scientists from the Max Planck Institute for Intelligent Systems have created is fundamentally different. “What we’re delivering is the body as a digital platform,” said O’Farrell, an adjunct professor at the Columbia

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