So far indiCustom has had the market cornered on mass-customization. With a comprehensive, user-friendly website, great promotions and more importantly a good product, intentionally or not, they've paved the way for others to follow suit.
DenimCraft is the latest company to try and lure customers with the idea of affordable custom jeans. The website is fairly simple and they don't have the plethora of options available on indiCustom, but it is a start and could be competition, especially if the cost comes out cheaper. The custom pair of men's straight leg, low rise jeans I "created" came out to about $95 in it's raw form but could go as high as $115 if heavily abraded.
If DenimCraft shows it has staying power it will be interesting to see how this affects the customization market. Wow can't believe we're calling it a market now. Will more companies pop up? Will larger brands such as Levi's actually invest significantly in customization divisions rather than the novelty or buzz-friendly versions they have now? Will these custom companies find ways to distinguish themselves in fits and washes like traditional brands? I guess we just have to wait and see.