Amazon’s custom T-shirt service asks you to upload photos of yourself

Amazon is launching a new service that allows users to create custom shirts that are tailored to their size.

The service, called Made for You, creates a custom T-shirt for shoppers based on their measurements. Shoppers can personalize a t-shirt based on the type of fabric, color, length, fit, neckline and sleeve length. The custom T-shirt costs $ 25 and the service is available to anyone in the US.

Users must provide Amazon with their height, weight, body style and two photos of themselves taken with the Amazon app. From there, Amazon builds a “virtual body double” after the user’s example to create a custom fit and visualize how the clothing would look on their body.

Amazon says it will automatically delete all photos taken in the app after taking a user’s virtual body double. Users can delete their size information at any time.

Over time, Amazon said it hopes to expand the service with more styles based on user feedback. Additionally, while customers will only be able to choose from two body style options – female and male – at launch, Amazon said it plans to add more options as it gathers additional data.

The service contributes to Amazon’s growing fashion ambitions. The company launched Luxury Stores for designer fashion brands in September and offers a wide variety of private label fashion brands on its site. Both the Luxury Stores and the Made for You service use 3-D body modeling technology, which Amazon bet big on when it acquired 3-D imaging start-up Body Labs in 2017.

Amazon has also been experimenting with personalized shopping experiences in recent years, such as the clothing subscription service Stitch Fix. This includes Prime Wardrobe, a service that allows Prime members to try on clothes before they buy, and the recently discontinued Echo Look, a device that provided fashion recommendations.