Costum-made jeans - The perfect fit tailored using the traditional method with upmarket materials.

Who does not know the problem when it comes to shopping for jeans? The jeans' legs are too long, too tight around the hips but too wide around your bottom. On top of that the fitting room is oppressively hot, your stomach is rumbling and you've been dying for the toilet for the past hour already. The frustration in the fitting room is inevitable. Then also trying on the new pair of jeans in front of your own mirror at home is no better. Finding the perfectly-fitting jeans can be compared to playing the lottery. According to studies, women have to try on 18 pairs of jeans to find one pair they are happy with, men 12 pair of jeans.

There are other possibilities: custom-made jeans which fit each individual body shape perfectly. The start-up company SELFNATION, which is located in Zürich and has its creative headquarters in Berlin, proves this. But how does it work? Quick and efficient from the comfortable four walls of your own home. What you need? A measuring tape and internet access. On, women can currently choose from eight different styles ranging from classy to timeless and from strikingly colourful to elegant. Men currently have the choice between four different styles and can go for tight or wide cut jeans in various colours. Since 2016, timeless chinos in different colours as either slim or straight fit are available for our male customers.

Having found a pair of trousers you like, the next step is to take your own measurements. You will have to measure eight parts of your body - from your hip to your ankle. The whole procedure only takes about 5 to 10 minutes.

With your given measurements a 3D visualisation is developed where you can preview your personal jeans or chinos - precisely fitting for custom tailoring. SELFNATION founders Michael Berli and Andreas Guggenbühl explain: "The connection of the art of engineering and fashion design forms the core of our label". The software used for the creation of the individual sewing patterns was developed at the Swiss Federal Institute of Technology in Zurich (ETHZ). The sewing process then takes place in Germany and the Italian speaking part of Switzerland with upmarket Italian fabrics. The representative for fashion development at the Swiss start-up company Selfnation, Sandra Guggenbühl says: "The denim Selfnation uses is manufactured by one of Italy's most popular denim producers and our chino twill comes from Germany". She also emphasizes that the company places great value on highest quality and environmentally friendly manufacturing methods.

The young company with its creative team in IT, mechanical engineering, fashion design and marketing puts emphasis on individuality, value, sustainability and customizing in the fashion industry. "Fashion never stops developing. Selfnation meets ever-changing demands with honesty and continuity.", says Annabel Kober, designer and a former employee of Michalsky in the premium segment. She is now the creator of the perfect balance between creativity, modernism and aesthetics at Selfnation. "We work hard everyday to create custom-made, high-class products that highlight each of our customers' individual needs.

SELFNATION is an approved ETH Spin-Off and is supported by VentureKick.

Press releases

February 2019 Release Zero Waste Selvedge Jeans Men
December 2018 Release ÖV Weihnachtsaktion
October 2018 Release Mobile Scanner
August 2018 Release Mocca & Relaunch Portland Chinos Men
August 2018 Release Wine & Relaunch Oakland Chinos Women
August 2018 Release Casmere Black & Cashmere Blue Women
August 2018 Release Cashmere Black & Cashmere Blue Men
August 2018 Release Kensington Chino Women
July 2018 Release Dusty Blue & Berry Jeans Women
July 2018 Relaunch Classic Beige & Plum Red Chinos Women
June 2018 Relaunch Dark Red & Blue-Green Chinos Men
June 2018 Release Light Green Chinos Women
April 2018 Release White Denim & Summer Specials Men
April 2018 Release White Denim Special Women
March 2018 Fashion Innovation Award
March 2018 Release Seiden & Leinen Denim Women & Men
March 2018 Release Summer Denim & Chinos Colour Collection SS18 Men
March 2018 Release Chinos Colour Collection SS18 Women
March 2018 Release Jeans Colour Collection SS18 Women
February 2018 Pop-Up Store im Zürich HB
January 2018 Release reflektierende Details für Jeans
December 2017 Release Geschenkgutscheine
November 2017 Release Festtags-Special Women
November 2017 Release Business Trousers Men
October 2017 Release Chinos Winterstoffe Men
October 2017 Release Comfort Selvedge Men
October 2017 Release Cashmere Denim Jeans Women & Men
August 2017 Release Jeans Colour Collection AW17 Women
August 2017 Release Chinos Collection AW17 Men
August 2017 Release Chinos Collection AW17 Women
June 2017 Release Chinos Collection SS 17 Men
June 2017 Release Chinos Collection SS 17 Women
May 2017 Road-Trip nach Mass
April 2017 SELFNATION UK Launch
April 2017 Portrait Kampagne
March 2017 Release Colour Collection SS 17 Women
March 2017 Release Mid-Blue Jeans Men/Women

SELFNATION in the media

SELFNATION in the media

Press Kit

You can download the SELFNATION Press Kit here (Dropbox).


Andrea Schütz