Started out as a passion project for well-made apparel, sourcing quality and unique fabrics to make denim jeans. We branched into mass-customization when we saw a market demand for it.
To be a leader in the premium market of well-made, customized apparel and lifestyle products
Customization can be a risky process at times where we have to manage our customer's expectations such that our product value is well-aligned with their expectations. Other minor challenges would be supply-chain related such as shipping and customs issues and communication with our manufacturers.
When our products exceed customer's expectations and they give us a raving review or encouragements.
To minimize risk, learning the process of design thinking (google/youtube) would be good as a starting point to determine market viability of a product. Otherwise just try and fail fast, learn and try again @ minimal costs.