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Custom-fit clothes retailer Zozo launches in 72 countries

Japanese online company challenges Uniqlo, Amazon with global rollout

Start Today founder and CEO Yusaku Maezawa unveils Zozo's new business suits, wearing one himself during a news conference in Tokyo on July 3. (Photo by Ken Kobayashi)

TOKYO -- Japan’s largest online fashion retailer Start Today said Tuesday it has rolled out its innovative custom-fit private label Zozo in 72 countries, marking the first major step it has taken to fulfill its ambition of breaking into the industry’s global ranks.

In a news conference, Start Today founder and CEO Yusaku Maezawa said consumers in Asia, Europe, the Middle East and the Americas can now sign up to receive free Zozosuits. These dotted bodysuits allow a smartphone camera Zozo app to take precise measurements. The company then uses that data to make and sell to consumers custom-made clothes, removing the uncertainty of choosing sizes over the internet that may not fit in real life.

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