As a long-standing italian brand for Generation Xers, Reporter was seeking for new ways to increase their reach with millennials and make the brand’s legacy relevant to a younger audience. Keeping in mind customization and co-creation as millennials’ key drivers, we partnered to develop a new service ‘literally’ tailored to this new audience: an e-commerce that allows men to customize their shirt in any detail, based on a new-to-the-world patented ‘digital metre’ which uses phone’s camera to measure your best fitting.