Authority Magazine: Why IAMBIC is Embracing Slow Fashion and Renewable Consumption

I was raised in LA’s San Fernando Valley by my single dad, who has always been my rock. My parents were both Vietnamese boat refugees who left everything behind after the Fall of Saigon for a chance at a brighter future. But I lost my mom when I was young, a few weeks before I turned 11. I’ll always remember her as this elegant, sophisticated woman. Even today, the way she carried herself, it’s something I try to incorporate into my own style.

A turning point for me was being the first one in my family to get a bachelor’s degree. I was fortunate enough to benefit from grants, fellowships, and financial aid, to support my college education at Harvard. It was a place that really changed me, expanding my vision for the type of impact I could make, regardless of how modest my starting point. That’s still something that’s carried through for me, especially as an entrepreneur.

Can you tell us the story about what led you to this particular career path?

I consider myself the “unlikely fashion founder” of an “accidental shoe brand.” It all started with a hefty cycle of 300 shoe returns over three years, just trying to find basic shoes that fit. I started out my career as a consultant at Bain & Company, where I worked with Fortune 500 companies on their most pressing retail, omnichannel and customer experience systems. I later led Delos Ventures, investing and developing products in consumer wearables, data analytics technologies, and digital content. But the thing is, the shoe issue kept nagging at me.

So, I started digging. I spoke with over 200 consumers and 50 experts, and read over 200 academic research papers. I realized that I wasn’t suffering alone. I also realized that badly fitted shoes don’t just cause pain, but also permanent injuries. That’s when I thought, “Why not use my experience to solve this problem?”

Initially, IAMBIC was meant to be a B2B fit prediction software. We used an AI-driven smartphone foot scanner to generate size predictions for shoppers, providing brands and retailers with insights on how to better cater to their customers. But along the way, we realized the root of the problem wasn’t just fit prediction, but the mass-production model of fast fashion. Standard mass-produced sizing was serving only a fraction of people properly, leaving so many of us with ill-fitting shoes.

So, we pivoted. IAMBIC transformed from a tech solution into a fully-fledged shoe brand focusing on personalization. And that’s how I became this “accidental” shoe brand founder.

Can you share the most interesting story that happened to you since you began your career?

Well, the most interesting part of my career has been this transition from software to footwear. Initially, when I founded IAMBIC, it was with the intention of solving a specific problem: the shortcomings of shoe fitting tools. I was looking to improve the existing system, offer better sizing options, and create a more seamless shopping experience. I didn’t have plans of stepping into the fashion industry as a brand.

But when we started testing our fit prediction system, we hit an unexpected road bump. We discovered that the traditional mass-production model was failing. The cookie-cutter approach to shoemaking only works for 33% of us. That leaves an astounding 27% grappling with footwear that doesn’t fit non-standard foot shapes, which leads to discomfort, frustration, and a lower quality of life. For the rest, the fit hovers somewhere in the gray area, or fit just isn’t a priority. It was clear that the issue wasn’t just about predicting the right fit — it was about providing it.

So, we made a big decision and pivoted. We took on a more holistic approach, expanding our AI technology and developing streamlined manufacturing techniques to develop shoes that offer better fit. This pivot allowed us to target the crux of the issue and deliver a solution for those who’ve been excluded by standard sizing, hence our mission of making shoes size-inclusive.

I found myself in a new realm, from tech entrepreneur to “unlikely fashion founder.” It was a twist I hadn’t expected, but it was what was needed to solve a very big, but initially very personal, problem.

What do you think makes your company stand out? Can you share a story?

What sets IAMBIC apart is our commitment to making custom-fit footwear accessible, striking a balance between innovation and tradition. Unlike competitors who opt for shortcuts like soft knit uppers, 3D printing or uphold slow, hand-built luxury methods, we’ve taken a unique approach that tackles the true bottleneck of custom-fit: the shoe last.

The “shoe last” is the mold that shoes are designed and built upon. Lastmaking is a delicate art that determines a shoe’s fit, function, and feel. Traditionally, this process is expensive and extensive, with traditional custom-fitted shoes sometimes costing up to $10,000 and taking up to 12–18 months to make. It’s a fully handbuilt craft that requires considerable skill to ensure the shoe adapts to a person’s foot while retaining a sleek silhouette, a task not easily automated or digitized.

But here at IAMBIC, our AI algorithms adapt the shoe last to an individual’s fit needs while preserving the artistry of the silhouette. Our R&D is government-backed and funded by the U.S. National Science Foundation, and we have 12 patent-pending inventions. This is what it’s taken to automate shoe fit as both an art and a science, which is what truly makes IAMBIC stand out.

Why did you decide to create and use a sustainable business model for your fashion brand?

At the heart of it, on-demand manufacturing is both a sustainable option and a necessity for providing the best fit shoes.

When we make shoes to order, we’re slashing the amount of unsold and discarded inventory. Not to mention, well-fitting shoes are less likely to be returned or exchanged — and returns are a big contributor to landfill and CO2 emissions. Poor fit is the top reason for shoe returns, so by improving the fit, we’re making a dent in this problem.

And there’s more to it — we’re committed to making quality, durable shoes. Because the first rule in the “reduce, reuse, recycle” mantra is “reduce,” which is the most effective of the three. Having a pair of shoes that’s built better and lasts longer is a strong way to do that.

What are three things we should all know about “slow fashion”?

1. Slow fashion requires products with high intrinsic value and quality, not only for the products to physically last, but for them to be truly treasured.

2. Slow fashion can mean a lot of different things to different stakeholders along the supply chain. For IAMBIC, it’s on-demand manufacturing.

3. While sustainability is integral to slow fashion, I don’t believe that it should be the sole selling point for a brand, especially one that aspires to have a long-lasting foundation. The value proposition needs to intertwine with sustainable production and consumption models, providing added benefits to the customers that stand the test of time. For us, on-demand manufacturing is critical to delivering custom-fit footwear. However, the value to the consumer is focused first on the shoe crafted just for them.

Can you please explain how it can be fashionable to buy less, wait a little longer, or even repair clothing?

Definitely. The concept of slow fashion allows for fashionability with products that are designed to be treasured long-term. Imagine owning an item so unique, such as a shoe crafted especially for you, that waiting for it and preserving it for years becomes entirely worthwhile. Such a product holds a deeper meaning, not only in how it feels, but in how it’s an extension of your identity, signifying how much you value premium quality, your well-being and the environment.

About the Interviewer: Monica Sanders JD, LL.M, is the founder of “The Undivide Project”, an organization dedicated to creating climate resilience in underserved communities using good tech and the power of the Internet. She holds faculty roles at the Georgetown University Law Center and the Tulane University Disaster Resilience Leadership Academy. Professor Sanders also serves on several UN agency working groups. As an attorney, Monica has held senior roles in all three branches of government, private industry, and nonprofits. In her previous life, she was a journalist for seven years and the recipient of several awards, including an Emmy. Now the New Orleans native spends her time in solidarity with and championing change for those on the frontlines of climate change and digital divestment. Learn more about how to join her at: www.theundivideproject.org.