06.09.2026 • 48 Min.

For decades, the apparel industry has forced millions of unique bodies into a rigid grid of S, M, L, and XL. But what happens when technology flips that entire model on its head? Instead of asking us to fit into a garment, modern innovation is finally making the product fit us. In the latest episode of Branded Wor(l)ds – The Transatlantic Dialogue, Jeff Solomon and Steven sit down with Bradford K. Anger-Regna, the founder of Regna. His vision seamlessly combines high-performance sportswear, top-tier Italian fabrics, and AI-driven body scanning through Photo-Fit technology to deliver true made-to-measure manufacturing right out of the digital pipeline. Together, they dive into why traditional size charts are becoming obsolete and how just two simple smartphone photos can capture over 100 precise body measurements. Brad breaks down how generative AI tools like "Speak to Design" and custom digital patterns are drastically reducing return rates while driving a far more sustainable production model. From why triathletes make the toughest test subjects on the planet to what this shift from mass production to mass personalization means for the future of branding, retail, and corporate merchandise, this conversation covers it all. It’s a fascinating deep dive into the intersection of technology, performance fashion, and the future of custom apparel.