The perfect pair of jeans? Just a click away !

What does Selfnation do and who is behind it?
A woman tries on an average of 20 jeans until she finds one that fits. Selfnation solves this problem. It is hardly possible to buy jeans in a traditional online shop. On selfnation.ch, women enter 8 body measures, consider their individual body shape and have a 3D visualization of the jeans - as if they were standing in front of a mirror. After completing the ordering process the shape of the perfect fitting jeans is automatically calculated. The jeans are tailored in Germany from the finest Italian denim and delivered within 14 days to the customer.
 
The founders Andreas Guggenbühl and Michael Berli are behind Selfnation with a team of about nine people in Zürich and Berlin, Switzerland.
 
What makes your jeans special?
Unlike any other online fashion stores, at Selfnation the customer has the opportunity to see how the jeans fit them in the browser. To achieve this the system generates a 3D model of their lower body, on the basis of eight leg measures, and an individual shape of their jeans. They are then directly cut with millimetre precision by a machine.
 
What differentiates you from your competitors?
We provide perfect fitting jeans in 14 days. We can show the customer how the jeans fit them online and we make them in Germany with the best denim from Italy.
 
You have won the third round of venture kick and got supported by 130 000 CHF start-up capital. How will you invest the money?
We will use the money to further develop our jeans and provide new models. We are currently in an expansion phase: after Switzerland our jeans will soon be available in Germany. We can finance part of this expansion with the venture kick capital.
 
What have been your biggest highlights so far?
The Launch Event in Zurich after we had worked 1.5 years on the product. Another highlight was the last team meeting in Berlin. Of course, as well as the positive customer feedback that motivates us every day to continually improve our product.
 
What is the next step for the future?
The introduction of jeans for men and a Pop-Up Store in Berlin
 
What did your participation to venture kick bring you so far? Why should start-ups apply for the funding?
It has literally given us the kick we needed. Not only did the monetary prizes help in the development but the kickers-camp sessions with Jordi and Beat have also strongly supported us from the original idea to our current company. It motivates you a lot. If a high-profile jury says "Go!," you continue.
 
How did you convince the jury?
With a broadly supported team in Berlin and Zürich, a strong advisory boardand the rapid development of the business side in the last nine months.

What has been the most valuable tip that you received at the kickers-camp?
Take the best people in your team and in the advisory board. Go forward but always listen to the clients!

Andreas, you were in Boston and New York for 10 days with the venture leaders in June. You have participated in numerous workshops and you have met the makers of Tumblr and Reddit and you had the opportunity to exchange with other entrepreneurs at Startup events. What were your personal highlights?
My personal highlight was when I met on the 27th floor in a building of Manhattan with a good old colleague. For my Start-up Spirit, the numerous meetings with exciting vision driven U.S. start-up companies were great highlights. This has flipped a switch in my head.

What tips will you remember from your time spent in the USA?
Thinking global and bringing the right partner on board!