It all started in 2010, with the buttons on a coat that I constantly had to have resewn. I then started looking for no-sew buttons, thinking that there would necessarily be solutions on the market. After extensive research, it is clear that nothing that is proposed really corresponds to my needs. The idea of ​​creating seamless, interchangeable buttons with varied designs then began to germinate.

Presentations of different technical solutions envisaged for Custon's in 2016.

A few years later, the design office I called on directed me towards a technical solution quite different from the one I had in mind. I created with them a first version of Custon's.
Although promising, the mechanism still needs some improvement.

I got back to work with a local Fablab and in 2022 I finally managed to develop my invention, exactly as I had initially imagined it.

Rachid BELAMRI, inventor of the concept and founder of Custon's.

“Nothing predestined me to enter the world of fashion, as a quality engineer in the food industry!
Finding solutions to problems is in my nature and it is from this angle that I approached the sector. Custon’s allows me to express the part of creativity that is in me.”

Prisca SARRITZU, Custon's stylist

“For my part it’s different, I studied design and fashion, it’s a vocation! I also have a degree in Italian, which is very useful for communicating with our manufacturer, based near Milan. When I joined Rachid in the project, I had the feeling that it was destiny that had brought me there, I arrived at the right time to develop the aspects related to design.”

I am launching the new version of Custon's on my online store on December 24, 2022 with Prisca Sarritzu, stylist, who then joins me in the adventure, convinced of the potential of my invention. Five first models are thus available for sale.

In November 2023, we are expanding our catalog with 27 new models, with the Custon's range in fine stones and plain buttons, customizable using laser engraving.