Consumer brands and retailers often struggle to fully understand ever-changing customer needs. That is why you mostly find XL sizes in your favorite fashion store and no M sizes. That is why you have to spend hours looking for the style you saw on Instagram and still not find it. That is why the cost of dead inventory to fashion retailers in the US alone is an estimated to be a whopping USD 50 billion. And that is part of the reason why the US generated 16 million tons of textile waste in 2014.