A project funded by the EU 7th Framework programme, led by Sue Jenkyn-Jones.

Principal Investigator: Sue Jenkyn-Jones
College:London College of Fashion


In the next few years the small-scale success stories of the early adaptors can and should be used as the foundation for the implementation of Mass Customisation in Fashion throughout Europe on a wide and large scale. SERVIVE aims to be the launching platform enabling large-scale implementation of Mass Customisation in the European Fashion Domain.

The SERVIVE offer 

  • Enlargement of the assortment of customisable items currently on offer.
  • Design of Virtual Customer Advisor (VCA), which, depending on the profile of the customer will recommend the optimum product configuration.
  • Encouraging the active participation of end consumers in the configuration of the customised items.
  • Provision of knowledge-based web services related to style expertise, human body expertise and data, material and specific manufacturing knowledge.
  • Introduction of the innovative organisational concept of the Networked Micro-Factory (MF).

The SERVIVE Target Groups

  • The adaptors of the sustainable individualisation trend
  • Small or large companies wishing to introduce Corporate Identity clothing
  • The Style-oriented consumer
  • The Convenience oriented
  • The Experience oriented
  • Sportsmen/women involved professionally or as amateurs in sports requiring specific functionality while at the same time demanding style
  • The XXL and the Problem figure group
  • Disabled/impaired people wishing to dress in style

FP7 NMP Consortia (key partners)

  • ATC S.A.
  • RWTH Aachen University
  • London College of Fashion (UAL)
  • Customax
  • Matteo Dosso
  • Team-Colours
  • Unicatum
  • IFTH
  • NCSR (Demokritos)
  • adidas
  • Nottingham Trent University
  • Digital Humans
  • MIRAlab
  • Hohenstein University
  • Demetra


Outputs realised from the research project

'Create Your Own': an educational tool about mass-customization and co-design for the fashion industry, documenting the work of the SERVIVE project. Supported by the EU FP7 Project Scheme.

Video Credits

  • Concept and event, Berlin 2011, Co-Production initiated by Frank Piller and supported by the EU FP7 program.
  • Made in collaboration with the London College of Fashion with NewTownVision.  
  • Presented by Sue Jenkyn-Jones.
  • Directed and Produced by Mary Sprent.
  • Executive Producer: Etienne Duval.
  • Associate Producer: Sue Jenkyn Jones.
  • Editor: Tim Bentley.
  • Camera: Frederick Rotkopf, Brian Master, Erick Black, Peter Gest.
  • Sound: Marwan Khafaji, Phillipe Vandrendriessche.
  • Actors: Katharine Booth & Jason Wilkinson.
  • Production Assistant: Zoe Beck

Open Garments

  • German Institutes of Textile and Fiber Research Denkendorf (DITF)
  • Bivolino
  • Color-Textil Veredlung GmbH
  • FartPol II
  • Boondoggle
  • Nederlandse Organisatie voor Toegepast Natuurwetenschappelijk Onderzoek
  • Wetenschappelijk en technisch centrum van de Belgische textielindustrie
  • Platico
  • Universiteit Hasselt
  • Katholieke Hogeschool Limburg
  • Ergosoft AG
  • TXT e-solutions
  • Max Juwelier & Edelsmederij
  • Androme Ibérica S.L.

This will reveal more about: Outputs Show less

This will show less about: Outputs Show more