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Finding clothes that are the appropriate fit can be a laborious, psychologically arduous experience. RedThread, a custom accouterment startup founded by above GoPro VP of Absolute to Consumer, E-commerce and Digital Meghan Litchfield, aims to do abroad with sizes and instead focus on absolute fit.

“What we’re accomplishing is we’re affectionate of arduous the accoutrement industry and aggregate that it does, from how women shop, to how accouterment is designed, to how it’s manufactured, and ultimately, to how women feel about themselves and apperceive their bodies,” Litchfield told TechCrunch. 

Currently, RedThread makes and sells four items: abate and advanced legs blow for $148 each, a breeze anorak for $168 and a tee-shirt for $78. Down the road, RedThread affairs to aggrandize its accoutrement offerings, but the ambition will consistently be to action accustomed basics for alive women. RedThread designs its clothes to ensure they’re calmly tailorable.

“We’re able to [custom fit] added bound than if you aloof brought in a random brace of pants and approved to get it tailored,” Litchfield said.

Using its patent-pending dressmaking algorithms, accomplishment action and designs, RedThread delivers clothes absolute to consumers aural one anniversary of purchase. All RedThread requires from you is a abbreviate fit quiz — area you acknowledgment questions about your fit challenges — and four photos (three from altered angles and one of an abandoned room). To abduction the photos, RedThread texts you a articulation afterwards acquirement to browse your body. For anniversary angle, RedThread tells you absolutely how to stand.

From there, its 3D adaptable anatomy scanning technology pulls 15 specific abstracts from the archetypal and inputs them into RedThread’s algorithms to account the best fit for you. Today, the action is about 80 percent algebraic and 20 percent human, Litchfield said.

“But the added the algorithm learns about how to do this, the added the technology can drive the decisions,” she said. “We anticipate a apple area we’re at 95 percent math, bristles percent human.”

As you can see, I went through the anatomy scanning action and it was appealing straight-forward. If this absolutely works (which I’ll address aback on), that’d be appealing magical. But here’s the thing: these clothes absolutely aren’t my style. I’d abundant rather RedThread authorization its technology (assuming it works well) to brands from which I already buy clothes.

Down the road, RedThread would be accessible to partnering with added accouterment brands, Litchfield said. But the antecedence for the aggregation is to “build an accoutrement cast that women love,” Litchfield said. “And I don’t anticipate there’s one out there appropriate now. Because the industry is baneful and creates these accepted sizes and doesn’t accomplish women feel abundant about themselves. So, therefore, we appetite to own the accomplished experience.”

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