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Canadian AI-powered fashion startup Urbancoolab has unveiled its latest product line – with the outfits designed by a proprietary platform called STiTCH, drawing on the work of famous names like Raf Simons and Rick Owens.
According to Urbancoolab, STiTCH comprises a series of machine learning modules that leverage the simulated skills of GANs, NNs, Genetic Algorithms, and more, “to simulate the design mindset.”
“Originality in design can be a controversial point but I genuinely believe that design is fundamentally a process of rearranging existing elements into configurations or injecting another element into an already existing style,” Idris Mootee, co-founder and CEO of Urbancoolab, said in a statement.
“What distinguishes designers are their ability to reposition styles, tropes, colors, inspirations, popular culture, languages, and symbols as filtered through their own sensibilities and brands.”
“[STiTCH] can be used for conceptual purposes, technical creativity, efficiency of creative production, artistic inspiration and critical approach to the conventions of the industry,” Mootee said.
Urbancoolab has collaborated with a number of celebrities on AI-designed streetwear, including rapper Sean Price, fitness trainer Layla Luciano, and artist Shamir.
The firm said that its ultimate goal was to provide creatives with a way of creating their own streetwear or sports apparel collections.
The products made through STiTCH are created on a made-to-order basis, with zero inventory on hand meaning the brand curbs unnecessary waste.
“The apparel industry is undergoing a structural transition. It is saturated with low-quality and unsophisticated designs often at a surface-level interpretation of fashion or streetwear,” Mootee said.
“Through artificial intelligence, we're here to usher in a new era enabling creatives to add and amplify their voices in the fashion dialogue.”