10069428Clothing Customisation ServiceClosedCollaborative R&DInnovate UKDella Yellow is supporting the fashion and textiles industry in moving to a circular model. They have developed a service to create a revenue stream, while reducing waste and the industry's reliance on linear supply chains. This will meet growing consumer demand for sustainability. Della Yellow has established a process that enables consumers to have their existing clothing garments upgraded, while addressing consumer pain-points commonly experienced in other circular fashion solutions. The service adds value to existing garments by deconstructing, restyling and embellishing them. Della Yellow have developed unique expertise in creating repeatable designs on non-identical garments. The process is completed within the UK, supporting the UK's fashion and textiles industry. Della Yellow uses a direct to consumer model to offer their unique customisation service. The objective of the project is to prove the profitability of the business model and the environmental benefits.