For almost 170 years, the SINGER® brand has been synonymous with sewing. Isaac Singer's patent dates back to being the first consumer sewing machine in 1851.
Since, Singer has brought the world's first cloud-based sewing ecosystem in 2015 to the market and now the first-ever digital pattern projection system for home sewists, a joint venture between JOANN and SINGER® called Ditto™.
favorite part of sewing * – and a sizable market opportunity. There are 35 million active sewists in the U.S. and sewing machine sales continue to grow, adding new consumers who are skewing younger. Meanwhile, sewists are going digital with PDF patterns from indie pattern makers.
"Ditto compresses hours into minutes, eliminating the errors, frustration, and time-consuming reality of traditional patterns," said Filippo Robotti , general manager of Ditto and vice president of strategy at SVP Worldwide. "Most importantly, Ditto is a tool to enable creativity.
The same technology that accurately and easily projects patterns gives sewists the ability to customize measurements and modify the designs in just a few clicks – a concept that once seemed impossible." The idea for Ditto began as a way to simply solve these pain points, but it has since grown into a tool that makes sewing and patterning more inclusive, more accessible, and more creative.
By collaborating with real sewists throughout the three-year development process, Ditto developers identified bigger-picture needs, including made-to-measure sizing and the ability to easily modify a pattern's design. "Every Ditto capability…
