This is a great article and kudos to Yaakov for being brave enough to share his experience with us. This is a classic example of a talented and dedicated people working on a bad idea and hoping that they can pivot their way to a good idea.<p>As they rightly noted in the end people don’t want to make their own clothes online. They want clothes that make them look good and project the image to the world that reflects how they want to be seen. No matter how well executed, this idea can’t work except for the tiniest niche.<p>I have often thought about how to make this market (the “consumer co-creation” category) work and I have yet to figure out a way. The best idea I have had is to out Zara Zara. The Zara model it to keep the supply chains short (with a resulting high labor cost) and the stock turn over rapid so if something proves popular they can make more of it quickly (no ordering for summer in the middle of winter). It might be possible with better physical tracking and identification of the key influencers to be able to get a jump on what will prove popular with enough lead time that you can lengthen the supply chain to be able to take advantage of low cost labor, but I have not explored this idea.