Our technology eliminates the complexities associated with fashion design
99GENS is a revolutionary platform empowering consumers to create and sell premium merchandise products with just a few clicks, using integrated generative AI tools to automate ‘merchification’ and e-commerce. The company’s goal is to make Print-On-Demand accessible to everybody. In an interview with Fibre2Fashion, Founders and serial entrepreneurs Austin and Zach Hurst discuss their model and how it minimises inventory risks.
How do you evaluate new investment opportunities and determine which sectors to enter?
For our business, targeting the right sectors involves a deep understanding of customer preferences and market trends. Our strategy relies heavily on customer feedback to grasp what is popular at any given time. We prioritise developing products based on customer needs, and quality is a significant determinant in our choices. Our operations are somewhat restricted by the offerings of our print-on-demand partners, as we are not in the manufacturing sector. We liken ourselves to a meta-search tool akin to Travelocity, which refers leads to hotels or car rental firms without being directly involved in those industries. The main issue has been the reliance on customers having the necessary expertise to generate the print files required by our partners. This limits the number of customers we can onboard and the speed of the onboarding process. Ultimately, we choose based on what is best for our customers, taking into consideration the quality of the products available.
As serial entrepreneurs, what have been some of the significant lessons you have learned?
One vital lesson is the importance of maintaining focus. It is essential not to get distracted by various investment opportunities and remain committed to our primary objective. Having faith in your product and nurturing a genuine passion for what you are doing is paramount. We believe in creating an impact through our work, and it should be something you eagerly engage in every day, rather than just a job.
Both of you have worked across several industries; how do you modify your leadership and management styles to suit different business environments?
Much of our leadership approach is transferable across different sectors due to the foundational principles that remain consistent. Working in various industries has equipped us with a nuanced understanding of the different market needs, helping us achieve a better market fit in technology. We advocate for a broader expertise, which can be attained by exposing oneself to diverse experiences and continually learning and assimilating new information.
With your wealth of experience, what guidance would you give to budding entrepreneurs in the current business landscape?
For budding entrepreneurs in today’s business landscape, it is pertinent to note that initiating a business has become more accessible. We encourage individuals to explore freely, keeping in mind that the worst possible outcome is failure, which simply means starting anew. It is a learning curve, and one should not be deterred by the fear of failure.
What future trends in technology and consumer behaviour are you monitoring, and how might these influence your investment choices?
Currently, we are closely observing the advancements in generative AI, a vital element of our business framework. The regulatory landscape is a significant focus for us, considering the prevailing concerns around copyright issues. We firmly believe that generative AI has a stable position in the future of technology, and the central question revolves around its shaping rather than its survival. Our proactive approach is aimed at being significant contributors to moulding and guiding the development of this technology, acknowledging the collective efforts in this sphere.
What inspired the creation of 99GENS, and how has the concept developed to its current state?
The inception of 99GENS was back in 2016 when we collaborated with a company called Printful, our initial print-on-demand partner. In those early stages, we were engaged in building websites and manually creating all the print files, a process that was incredibly time-consuming and necessitated a strategic choice of products to focus on.
As the generative AI space began to unfold, we participated in early-stage discussions in the stable diffusion beta on Discord before its public launch. The enlightening AMAs with the founder, Emad Mostaque, particularly his vision of open-sourcing the technology, made me realise the revolutionary potential it held — the power to democratise the art creation process, making it accessible to a broader range of artists.
Identifying a prevalent pain point in the graphic design aspect of the process, we envisaged a solution that bypasses the necessity for expertise in graphic design, facilitating a smoother onboarding process for print-on-demand companies. Thus, 99GENS emerged with a commitment to democratise access without displacing knowledge worker jobs. We aim to offer a tool that eases the burden of tedious tasks such as preparing print files, allowing individuals to channel their creativity more constructively.
Given your previous investment in Glamhive, it seems you have a keen interest in virtual styling and fashion technology. How do 99GENS and Glamhive complement each other?
During the recent Spring Style Summit held in Los Angeles, we got the chance to engage with several stylists associated with Glamhive’s platform. There was an evident excitement surrounding the opportunity to create unique, custom pieces to incorporate into various ensembles, from conceptualising an original T-shirt to adorn beneath a blazer to imagining garments directly through a writer’s vision for television productions.
These discussions opened up avenues to envision a seamless process where a single, exclusive item can be crafted without the need for mass production — a vision supporting the ethos of ‘one-of-one’ creations. This synergy with Glamhive does not encompass a competitive spirit; rather, it represents a harmonious partnership where both platforms can cater to a similar customer base seeking customisation and individuality.
As we envision the industry evolving, we anticipate an expanding avenue for more personalised fits, superior quality materials, and luxury offerings. Being in tune with Glamhive offers us a vantage point to understand and cater to the professional stylist community’s needs and preferences better, helping us evolve in a direction that is both innovative and aligned with market demands. This partnership is steering us towards a future where technology meets fashion in the most personalised and creative way, with a focus on individual expression and quality.
Can you elaborate on how 99GENS utilises integrated generative AI tools to streamline the ‘merchification’ process?
The ‘merchification’ process at 99GENS is markedly streamlined through the integration of generative AI tools, which have two primary functions.
The first is the utilisation of super-resolution technology to improve the quality of the input images. Although we always encourage artists to submit high-resolution creations, there are instances when the initial files do not match the desired DPI or print quality, especially when transitioning the designs onto larger garments. In such cases, the AI tools upscale these images, reducing artifacts and enhancing the overall fidelity and coherence. We are progressively moving towards a stage where the initial image quality will not be a limiting factor, as we can aptly translate any image to suit fabric printing requirements.
The second key function comes in when setting the design onto garments such as hoodies, where a part of the image might be hidden by the hood. To navigate this, we apply techniques like out-painting or uncropping to effectively expand the image, filling in the negative space with AI-generated content. This strategy is not just a solution but an enhancement, as it leverages AI to collaborate with artists, retaining the essence and style of the original human-generated art.
Interestingly, even though we discourage leveraging an artist’s name to artificially create new pieces in their style, we found that employing out-painting techniques based on the original art tends to yield results that remain true to the artists’ style. The artists themselves have often appreciated this approach, noting that the AI’s additions can sometimes enhance their original concepts, providing a fresh, innovative perspective.
Moreover, this collaborative process with AI opens up new avenues of revenue for artists. It helps in seamlessly transitioning art to fashion lines without necessitating artists to invest additional time and resources in painting extra details, a step that was previously indispensable.
The automation of the graphic design process is another pivotal advancement, enabling the quick conversion of a single painting into a wide array of print files for diverse products. This system eradicates the traditional tedious process of creating multiple print files for different products manually — a task that currently produces 116 print files automatically, a number that is only expected to increase as we expand our product range.
By reducing the design lag substantially, this technology revolutionises the workflow, offering a visualisation of the end product without the initial financial outlay that comes with hiring graphic designers. This process not only speeds up production but also democratises it, enabling even small businesses to create merchandise without being burdened by minimum quantity requirements or design complexities.
How does 99GENS aim to democratise the Print-On-Demand model, and what specific challenges are you looking to address for your users?
99GENS aims to democratise the print-on-demand model by leveraging technology to simplify the fashion design process, making it accessible to a wider audience. We identify a primary obstacle for budding entrepreneurs in the industry as the high barrier to entry, often requiring substantial knowledge in graphic design and the associated costs of hiring professionals to help in product creation.
To address this, we have streamlined the process down to something as simple as uploading a photo, a task that most people familiar with social media platforms can easily undertake. Users can turn an image into 45 different products with just three clicks on our platform, a process even more efficient than posting a picture on Instagram. Our tool facilitates a seamless transition from a photo or a piece of art to a market-ready product, empowering virtually anyone to become a fashion designer at a basic level.
Beyond this, we encourage individuals to experiment with photography, leveraging patterns found in nature and turning them into fashion designs through trial and error. This approach not only opens up opportunities for artists to extend their art into wearable pieces but also offers individuals a chance to create and own uniquely crafted garments.
Our technology eliminates the complexities traditionally associated with fashion design, making it a smoother, cost-effective, and quicker process. This ease of use fosters a sense of accomplishment among users when they hold their finished product, something that was crafted from their creativity and effort.
Looking forward, we aim to enhance the platform’s capabilities, introducing overlay technology that will enable users to add logos, icons, or words instantly to their designs. This feature could transform live events, offering on-the-spot creation and purchase of limited-edition goods tied to a particular event, essentially creating memorable, wearable ticket stubs.
In this way, 99GENS plans to revolutionise the fashion industry, nurturing a space where artists and fashion designers can collaborate more easily and discover each other through our marketplace. By removing the historical barriers to entry in the fashion world, we hope to unearth hidden talents and foster a richer, more diverse, and democratic fashion landscape. It is about making everyone feel proud of creating something of their own, much like creating a piece of art in school that you would wear with pride.
We are essentially crafting a tool that brings the joy and pride of creating something unique into the fashion world, hoping to see more people experience the thrill of holding a finished product that they invented, without the traditionally associated hurdles. It is our firm belief that this strategy will not only democratise fashion design but also spur a new wave of creativity and innovation in the industry.
What obstacles still lie ahead for 99GENS to conquer?
Starting a company that is open for millions of people to use invariably comes with the fear of misuse or abuse. There are concerns that individuals might leverage our technology for copyright infringement or to steal the work of other artists. We are approaching this with a pragmatic and reserved attitude, striving to get it right from the outset. Innovation comes with its set of challenges, and we are prepared to navigate them as they arise.
With no need for upfront investment or prior design experience, do you foresee 99GENS disrupting the traditional Print-On-Demand and fashion industries?
Absolutely, I envisage 99GENS reshaping how people approach manufacturing and sampling. Our design tools allow for the creation of mock-ups swiftly, facilitating the presentation of tangible concepts to superiors before mass production.
Our partnership with manufacturers on the larger end of manufacturing and design capabilities equips us to graduate our designers to the next level, albeit this is not our core focus. Our primary aim is to cater to the masses for print-on-demand use cases, fostering an environment where artists can be discovered organically and scale up if a significant fashion player recognises their potential.
We aspire to be the bridge that connects budding designers with large fashion purchase orders seamlessly, even if they lack experience in the business. We have constructed a platform that nurtures artists who are less interested in the business and tech side of things, offering them tools that are straightforward and efficient to use.
Looking ahead, we envisage big brands utilising our platform to discover fresh artistic talents for their campaigns, without the cumbersome traditional methods of artist discovery. This not only benefits the brands but also opens up opportunities for new artists to showcase their art to a larger audience, on a diverse range of products.
On the corporate side, we provide a ‘business in a box’ solution, meeting their promotional needs while offering a live site to launch a corporate swag store, thereby revolutionising corporate promotional strategy.
Lastly, we see a massive potential in the consumer market, especially during the festive season, making gift-giving a more personalised experience. Moreover, creators and artists can leverage our platform to extend their business through merchandise and fashion lines, paving a pathway to see their artwork potentially featured in prominent retail stores like Macy’s. It is a cohesive, forward-thinking approach that simplifies processes for artists while offering them substantial growth opportunities.
Could you elaborate on the tiered user structure? What additional features can pro members expect, and how are these intended to maximise their earnings?
Yes, all the features are accessible to all users, but the availability is dictated by a credit system. The primary distinction between the various user tiers is whether the access to these features is unlimited or not.
Our highest tier membership, priced at $99 per month, grants you unlimited access to all the features we offer, meaning everything is essentially free for you at this level. We have refrained from incorporating additional upsells within this tier, the only exceptions being interactions with third-party providers for services such as ad campaigns or liaisons with LegalZoom for LLC creations; these will incur separate charges levied by the respective providers, not us. We do not take fees for any of these additional services as our goal is to streamline the process of getting your business online with minimal hurdles.
Furthermore, we have facilitated a structure where you can set up your entire store, including adding up to a thousand products, without any immediate charge. This setup phase allows for password-protected access, enabling you and your friends to log in, explore, and fine-tune the store before it goes live.
Only when you decide to remove this password protection to open the store to the world, initiating commercial transactions, do we implement the payment structure. Essentially, the payment to us is synchronised with the activation of your earning potential. It is designed to be a win-win situation; we only succeed when you do, ensuring that we are invested in getting you online and trading as effortlessly as possible. This approach is guided by our objective to make the onset of your business journey as painless as possible, aligning our earnings with yours — the day you start paying us is the day you can start earning as well.
Could you talk a little about how 99GENS minimises inventory risks and why this is important for your users?
Certainly. At 99GENS, we operate on a print-on-demand model which effectively eliminates the necessity for businesses to maintain large inventories and thus, substantially reduces the risks associated with overstocking. This model differs considerably from the traditional approach, where businesses would have to procure a vast range of sizes based on estimates provided by manufacturers, inevitably leading to excess inventory. Unfortunately, this surplus often ends up in landfills, contributing to environmental degradation.
Our model avoids these pitfalls. We eliminate the need for businesses to guess the demand for various sizes, removing the burden of warehousing and distribution fees. Moreover, we actively contribute to reducing CO2 emissions associated with the transportation of excess goods.
From a financial standpoint, creating a one-off sample traditionally entails a substantial cost, often reaching up to $1,000 in places like China. Our service disrupts this system by allowing businesses to affordably create individual items without being compelled to manufacture in bulk to reduce costs.
What truly sets us apart is our commitment to reversing the trends set by fast fashion, which is notorious for producing low-quality garments that are virtually disposable, creating a cycle of waste that fills landfills at an alarming rate. We aspire to return to a model where garments are viewed as investments, encouraging the creation of products that have a longer lifespan and can potentially find value in secondary and tertiary markets.
This shift in perspective not only fosters environmental consciousness but also imparts a sense of ownership and pride in the products created through our platform, reducing the likelihood of them being discarded prematurely. We champion the production of high-quality goods that defy the standards of fast fashion, offering items that are comfortable, durable, and respectful of the environment.
By trimming the excess costs from the traditional supply chain, we can pass the savings on to our consumers, promoting a more sustainable approach to fashion that empowers both entrepreneurs and customers. Just like how Uber revolutionised transportation by removing dispatch from the legacy chain, we aim to disrupt the fashion industry by eliminating unnecessary links in the production and retail process, fostering a more sustainable, economical, and conscious approach to business and consumption.
What differentiates 99GENS from other platforms that offer similar services? What is your unique selling proposition (USP)?
Certainly, 99GENS stands out in the highly competitive market by offering a streamlined and highly efficient service that is unparalleled. Here is how:
The uniqueness of our platform is its ability to house everything ‘under one roof’, making the process of setting up an e-commerce business markedly easier and quicker compared to other services such as Printful and Printify.
Traditionally, creating a product on other platforms entails a lengthy process. For instance, if you are creating a custom hoodie, it requires assembling up to six print files for different parts of the hoodie, like the front, back, both sleeves, the hood, and the pocket. Setting up the artwork in this manner can take anywhere from 30 minutes to a couple of hours. Following this, you would need to upload these files individually on the platform, and then link the platform to an e-commerce partner like Shopify or WooCommerce to finally publish the product. This does not even account for the additional time to set up and configure your store on these e-commerce platforms, which can be technically demanding and time-consuming.
99GENS revolutionises this process. In just three minutes, you can have your entire store published with 45 unique products derived from a single artwork. This is possible due to our parallel processing through separate APIs, which ensure that even as we add more products to our portfolio, the time to go from image to a thousand products remains incredibly short – essentially, it takes just a minute.
This efficiency, combined with user-friendly tools to manage collections, set prices, and even edit product photos, makes the onboarding process for budding entrepreneurs significantly smoother. The ease of use is such that it does not necessitate technical expertise or the hiring of specialised consultants; even an intern could manage it effectively.
Our USP, therefore, is the incredible speed and ease of setting up a store with 99GENS. We have eliminated the necessity for technical knowledge in launching an e-commerce platform, significantly reducing the traditional time and cost associated with starting an online business in fashion. It democratises the process, allowing almost anyone to start a fashion line with virtually no hindrances, giving them no excuse not to try.
By dramatically reducing onboarding friction and technical complexity, we not only facilitate the rapid launch of a fashion line but also foster a space where creativity is not bogged down by logistical challenges. This is the future envisioned by 99GENS, characterised by speed, simplicity, and a user-centric approach.
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