Fit Collective is a London-based fashion technology startup founded by Savile Row-trained designer Phoebe Gormley. Its AI platform acts as a co-pilot for apparel brands by analysing historical returns, fabric behaviour and sales data before garments are produced, enabling designers to create better-fitting clothing. By tackling sizing issues upstream, the company targets an industry problem that drives an estimated $230 billion in annual losses from returns and lost sales. Early adopters include Rixo, Ro & Zo and Boden, which use the solution to reduce return rates, improve customer retention and lift margins. Nearly half of women’s-wear purchases are currently returned, and only one in three items bought are kept, underscoring the market need. Fit Collective positions itself as a scalable intelligence layer that can drive operational transformation across retail. The new capital will fund team expansion, accelerate product development and deepen integrations with additional global fashion brands.

Total raised

$4M

Funding rounds

1

Latest round

Seed

Latest activity

Nov 2025