Unveiled at the start of New York Fashion
Week, Ditto makes patterns paperless, customizable, and adaptable
to specific measurements in real time
NEW
YORK, Feb. 9, 2023 /PRNewswire/
-- Ditto™, a joint venture between JOANN (NASDAQ:
JOAN) and SINGER®, launched the first-ever digital pattern
projection system for home sewists that combines algorithmic
intelligence with digital projection to make patterns paperless,
customizable, and adaptable to specific body measurements – all in
real time. This system is the first evolution of paper patterns
since their invention in 1860. The Ditto platform will feature
original Ditto patterns and options from major pattern
producers.
"Ditto compresses hours into minutes, eliminating the errors,
frustration, and time-consuming reality of traditional patterns,"
said Filippo Robotti, general
manager of Ditto and vice president of strategy at SVP Worldwide.
"Most importantly, Ditto is a tool to enable creativity. The same
technology that accurately and easily projects patterns gives
sewists the ability to customize measurements and modify the
designs in just a few clicks – a concept that once seemed
impossible."
Ditto allows sewists to get to the fun faster. The system:
- Creates a custom fit – Pattern dimensions adjust in real
time using measurement inputs, reflecting the reality that no two
bodies are the same.
- Customizes the design – Changing a neckline or
sleeve, or flaring a skirt or pant leg are all possible in a few
clicks.
- Is accurate – Ditto has unmatched precision. Once
calibrated, sewists can trust pattern pieces are accurate and ready
to cut. Ditto also has a splicing feature to accurately handle
pieces that extend beyond the cutting mat.
- Simplifies setup – From box opening to patterning in
minutes, no tools, mounting, or engineering degrees are
needed.
- Includes a digital sewing gallery (i.e., pattern library)
– Hundreds of customizable Ditto patterns and more
from top brands and indie pattern makers will be available at
launch, with more added monthly.
- Saves paper and the space to store it
Ditto works by attaching a small digital projector to a tension
rod, which is set up vertically between the floor and the ceiling.
Using the Ditto app, sewists calibrate the projector to the cutting
mat within minutes, then choose a pattern on dittopatterns.com, add
their measurements, and customize the design and project. It can be
set up and taken down quickly and easily.
In solving the challenges of paper patterns, Ditto™ addresses
both a top frustration among sewists – 33% rank patterning tasks as
their least favorite part of sewing* – and a sizable
market opportunity. There are 35 million active sewists in the U.S.
and sewing machine sales continue to grow, adding new consumers who
are skewing younger. Meanwhile, sewists are going digital with PDF
patterns from indie pattern makers.
Until Ditto, sewists have used PDF patterns by printing and
laying them out on fabric like traditional paper patterns or
projecting them through DIY setups. These homespun options require
ceiling or wall mounting, are not movable, and are highly
challenging to calibrate for accurate pattern dimensions. Even with
these limitations, everyday sewists have a growing interest in
projected patterns because it offers an improvement over
traditional paper. Facebook groups that troubleshoot home-grown
options have tens of thousands of members.
The idea for Ditto began as a way to simply solve these pain
points, but it has since grown into a tool that makes sewing and
patterning more inclusive, more accessible, and more creative. By
collaborating with real sewists throughout the three-year
development process, Ditto developers identified bigger-picture
needs, including made-to-measure sizing and the ability to easily
modify a pattern's design.
"Every Ditto capability was created for sewists and by sewists,
which resulted in a tool that delivers the freedom of expression,
the freedom of fit, and the joy of garments reflecting your
personal style," said Niasia
Pinnock, lead designer at Ditto.
Ditto retails for $799 with
purchase information on dittopatterns.com. Pre-orders began on
Feb. 8 at joann.com/ditto. It will be
sold at independent sewing dealer locations, at singer.com/ditto
and joann.com beginning March 1, and
at JOANN stores beginning March
31.
Unlimited, customizable Ditto patterns are available through
monthly ($9.99) or annual
($99.99) subscription options or can
be purchased individually. Ditto will also offer non-customizable,
third-party patterns from major pattern brands,
like McCall's, Simplicity and Butterick, and an array of
indie pattern makers, like Style Arc, Liesl + Co., Named and
Madalynne Intimates. New sewing patterns will be added monthly.
For more information, visit dittopatterns.com and @dittopatterns
on Instagram and Facebook.
*According to Ditto original research, October 2019.
About Ditto™
Ditto™, a joint venture between JOANN and SINGER®, is the
first-ever digital pattern projection system for home sewists.
Launching in 2023, Ditto combines digital projection with
algorithmic intelligence to make patterns paperless, customizable,
and adaptable to any body measurements in real time. The system
compresses hours into minutes and marks the first evolution in
patterns in 160 years. Ditto is the future of sewing, enabling the
freedom of expression, the freedom of fit, and the joy of clothes
reflecting who you are. Ditto gets to the fun part faster.
About SINGER®
For almost 170 years, the SINGER® brand has been synonymous with
sewing. From Isaac Singer's patent
on the first consumer sewing machine in 1851 to the world's first
cloud-based sewing ecosystem in 2015, the spirit of practical
design and creative innovation that characterized the brand from
its beginning continues today. From fashion and home décor, to
embroidery and quilting, we are committed to growing and developing
SINGER products for sewists of every level.
About JOANN
For 80 years, JOANN has inspired creativity in the hearts,
hands, and minds of its customers. From a single storefront in
Cleveland, Ohio, the nation's
leader in sewing and fabrics with one of the largest arts and
crafts offerings has grown to include 840 stores across 49 states
and a robust ecommerce business. With the goal of helping every
customer find their creative Happy Place, JOANN serves as a
convenient single source for all the supplies, guidance, and
inspiration needed to achieve any project or passion.
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SOURCE Ditto