Costum-made jeans - The perfect fit tailored using the traditional method with upmarket materials.

Who does not know the problem when it comes to shopping for jeans? The jeans' legs are too long, too tight around the hips but too wide around your bottom. On top of that the fitting room is oppressively hot, your stomach is rumbling and you've been dying for the toilet for the past hour already. The frustration in the fitting room is inevitable. Then also trying on the new pair of jeans in front of your own mirror at home is no better. Finding the perfectly-fitting jeans can be compared to playing the lottery. According to studies, women have to try on 18 pairs of jeans to find one pair they are happy with, men 12 pair of jeans.

There are other possibilities: custom-made jeans which fit each individual body shape perfectly. The start-up company SELFNATION, which is located in Zürich and has its creative headquarters in Berlin, proves this. But how does it work? Quick and efficient from the comfortable four walls of your own home. What you need? A measuring tape and internet access. On, women can currently choose from eight different styles ranging from classy to timeless and from strikingly colourful to elegant. Men currently have the choice between four different styles and can go for tight or wide cut jeans in various colours. Since 2016, timeless chinos in different colours as either slim or straight fit are available for our male customers.

Having found a pair of trousers you like, the next step is to take your own measurements. You will have to measure eight parts of your body - from your hip to your ankle. The whole procedure only takes about 5 to 10 minutes.

With your given measurements a 3D visualisation is developed where you can preview your personal jeans or chinos - precisely fitting for custom tailoring. SELFNATION founders Michael Berli and Andreas Guggenbühl explain: "The connection of the art of engineering and fashion design forms the core of our label". The software used for the creation of the individual sewing patterns was developed at the Swiss Federal Institute of Technology in Zurich (ETHZ). The sewing process then takes place in Germany and the Italian speaking part of Switzerland with upmarket Italian fabrics. The representative for fashion development at the Swiss start-up company Selfnation, Sandra Guggenbühl says: "The denim Selfnation uses is manufactured by one of Italy's most popular denim producers and our chino twill comes from Germany". She also emphasizes that the company places great value on highest quality and environmentally friendly manufacturing methods.

The young company with its creative team in IT, mechanical engineering, fashion design and marketing puts emphasis on individuality, value, sustainability and customizing in the fashion industry. "Fashion never stops developing. Selfnation meets ever-changing demands with honesty and continuity.", says Annabel Kober, designer and a former employee of Michalsky in the premium segment. She is now the creator of the perfect balance between creativity, modernism and aesthetics at Selfnation. "We work hard everyday to create custom-made, high-class products that highlight each of our customers' individual needs.

SELFNATION is an approved ETH Spin-Off and is supported by VentureKick.

Press releases

SELFNATION in the media

SELFNATION in the media

Press Kit

You can download the SELFNATION Press Kit here (Dropbox).


Sarah Hartmann