Zara unveils custom embroidery collection Edited

Zara has unveiled a new collection of items for men, women and children that can be personalised via custom embroidery.

The 28-piece Edited collection includes jeans, shorts, denim jackets, t-shirts, sweats, hoodies and a shopper, which can be personalised with one word of up to 11 characters. A number of different embroidery colours are offered and two different fonts.

The service, which is offered at no extra charge, is currently live on the Zara website for customers in the US, Spain, China, UK, the Netherlands and Italy. It is also available in select retail stores following successful pop-up trials in key cities.

When ordering online customers can preview their designs in real time, choosing the colours, font and positioning of the embroidery before they buy.

As well as being customisable the collection is also sustainable and is made from 100% sustainable cottons (either recycled, ecologically gown or produced with water saving processes) and linens and 100% recycled polyester.

Zara parent Inditex recently unveiled its revised sustainability goals and as part of this pledged that by 2023 the group, which also owns Massimo Dutti, Pull & Bear and Bershka among others, will only use cotton, linen and polyester that is organic, more sustainable or recycled.