The fashion sector faces a significant sustainability crisis, with Oxfam revealing that an astonishing 46 billion garments are produced annually but never worn—amounting to a staggering 40 per cent of global clothing output ending up in landfills. In response to this urgent issue, Sajna Massey, a former software engineer with no prior experience in fashion, has embarked on a mission to revolutionise the industry. Launching Couth Studios in March 2024, she seeks to combat overproduction through the innovative application of artificial intelligence and community engagement.
Harnessing AI for Sustainable Fashion
Couth Studios is built on the premise that technology can enhance the creative process rather than replace it. Rather than merely automating fashion design, Massey employs a sophisticated approach that integrates AI-generated designs, data analysis, and community input via Instagram polls. This model ensures that clothing is produced only in response to demonstrated demand, thereby minimising waste.
The process begins with a custom web scraper that aggregates data from runway shows worldwide, analysing images to identify prevalent design features. “For example, it can determine that 7 per cent of garments feature oversized shoulder pads or that 10 per cent have an asymmetrical silhouette,” Massey explains. This information feeds into a design algorithm, primarily utilising the AI platform Midjourney to create new pieces.
However, these AI-generated designs are not immediately sent to production. Instead, they are first showcased on Couth Studios’ Instagram page, allowing the community to vote on which styles they desire. This crowd-sourced approach marks a shift from traditional fashion practices, where designers unveil complete collections and hope for consumer interest. Massey’s strategy flips this model, letting customer demand dictate production from the outset.
The Role of Human Oversight
While AI plays a pivotal role in the design process, human oversight remains crucial. Massey employs a part-time team member to evaluate AI-generated designs and collaborates with local designers for pattern-making and sample refinement. “AI can produce impractical designs; we need human input to ensure they are viable and marketable,” she admits. This review process is essential, as it helps avoid costly production mistakes, ensuring that only the most promising designs are realised.
Moreover, this human involvement addresses ethical considerations surrounding AI in fashion. Susan Langdon, CEO of Toronto Fashion Incubator, highlights the importance of authenticity in design. “If a computer generated your design, are you being true to your audience?” she questions. Massey maintains creative control at every stage, focusing on wearable designs that meet garment guidelines and prioritising sustainability. “We don’t want to sell clothes that people will only wear once,” she asserts.
The Future of Fashion in Canada
As Canadian designers increasingly explore generative AI for various applications, including marketing and sampling, Langdon believes the industry must adapt to remain competitive. “Canadians will need to embrace AI in all aspects of their business, from concept to production, to keep pace with global trends,” she says. She notes that services already exist in East Asia, where designers can utilise AI for virtual sampling and direct-to-consumer shipping—a model that is yet to gain traction in North America but is on the horizon.
Despite the promise of AI, challenges remain. Critics have raised concerns about the environmental impact of AI technologies, yet Massey argues that the benefits outweigh the costs. With AI-generated digital mock-ups consuming significantly less energy compared to traditional sampling processes, she believes that technology can indeed play a role in addressing fashion’s waste crisis. “The problem we’re trying to solve is bigger than the energy we’re using to solve it,” she states.
The Importance of Tangibility
Interestingly, while virtual sampling continues to grow in popularity, Massey found that it did not meet her needs. “It just didn’t work initially,” she reflects, citing the overwhelming noise of online interactions. Now, she opts to create physical samples of the top six designs, hosting local events where potential customers can experience the garments in person before placing pre-orders. “That in-person component is essential,” she concludes.
Whether Massey’s AI-driven, community-focused fashion model signifies the future of the industry or remains a niche experiment is still uncertain. However, her experiences indicate that many consumers prefer to engage with clothing physically before making a purchase. In an era of rapid technological advancement, the final transaction remains firmly rooted in tangible, human experiences.
Why it Matters
Massey’s pioneering approach with Couth Studios not only addresses the pressing issue of waste within the fashion industry but also reflects a broader shift towards sustainability and community engagement. As consumers become increasingly conscious of their purchasing decisions, innovative models that prioritise demand-driven production and ethical practices will be crucial for the future of fashion. By integrating AI with human creativity and sustainability, Couth Studios exemplifies a forward-thinking path that could reshape the industry’s landscape, paving the way for a more responsible and responsive fashion ecosystem.
