A London-based fashion software company has raised $4 million in funding and appointed a new chief technology officer.

Unmade secured the cash from Felix Capital, Connect Ventures, LocalGlobe, Carmen Busquets, Backed VC and C4 Ventures.

Founded by Hal Watts, Kirsty Emery and Ben Alun-Jones, Unmade was set up to transform the design and manufacturing processes within the fashion industry by enabling brands to produce only what is actually sold.

The company has so far been backed by fashion and retail leaders including Sian Westerman, president of Business and Investment Pillars of the British Fashion Council; José Neves, founder and CEO of Farfetch; and Christopher Suarez, co-founder and previous CEO of Nicholas Kirkwood.

The new funding will allow the business to grow and expand its team. It has recently hired Joel Chippendale as chief technology officer.

"With this recent investment and the appointment of Joel as our CTO, we’re more focused than ever on propelling the Unmade business forward during this time of pivotal change in the fashion and retail sectors," said co-founder and CEO Hal Watts.

"Now working with three of America’s top 10 fashion brands, who generate billions in annual revenue, we strive to be an integral part in building a more sustainable and tech-enabled fashion ecosystem through on-demand manufacturing and customisation."

Frederic Court, founder and managing partner of Felix Capital, added: "There's a clear and growing need for the Unmade business, at a time when trend life-cycles are becoming ever more rapid, the desire for bespoke customer engagement is at an all-time high and brands are seeking diversified production, along with a strong, loyal community."