ollaboration strategy is not a new story in fashion landscape. Each year many brands prefer to enrich their product line with another partner. Normally, collabs enter the market such as brand x brand partnership, brand x designer, or high fashion x fast fashion. However, in these days, fashion companies have discovered another niche, called mass customization. And their partner is their own clientele. In other words, brands and customers are hand-in-hand under the roof of customization.