Juuway offers personal DIY products with a wide range of customization and social co-creation for consumers who want the highest identification with their goods. Where customers look for the self-designing of fashion (T-shirts, shirts, pants and underwear or other customized products like cosmetics, etc.), Juuway offers more than 1 million combinations. Where consuming behaviour is changing towards self determination and social co-creation, Juuway is just one click away. The problem: Consumer in Europe, the USA and increasingly in Asia are tired of mass production and industrial heteronomy. Markets are overloaded with all kinds of fashion, but fashion they are searching for is missing. Consumer search for individual fashion they can easily design by themselves and share with friends, aiming on supportive feedback, appreciation and emotional well-being. But they do not want to spend much money and waste time to find designers, tailors, producers, material suppliers etc. which is the only way to solve that problem. They want it without hassle and organizational efforts, for reasonable prices, fast – and with a perfect fit. The solution: Juuway offers an all-in-one DIY online design tool for a customer’s co-creation of customized fashion, a social media community for product related interaction, a design tutorial centre, an online size measurement tool, manufactures the products and delivers them to the customer’s home.