Fit Collective secured £3M to solve fashion’s $230B fit problem

London-based fashion technology
startup Fit Collective, founded by Savile Row–trained designer Phoebe Gormley,
has raised £3 million in pre-seed funding, reportedly the largest pre-seed round raised by a solo female founder in the UK. The round was backed by
AlbionVC, SuperSeed, True Global, and January Ventures, alongside an Innovate
UK Smart Grant.

Fit
Collective uses artificial intelligence to address inconsistent sizing at the
production stage, an issue the industry estimates costs around $230 billion
annually in returns and lost revenue. Rather than relying on traditional
pattern-cutting or placing the burden on customers, the platform acts as a
co-pilot for brands by analysing returns, fabric behaviour, and sales data
before garments are produced.

With
nearly half of womens-wear purchases returned and only one in three items kept,
Fit Collective offers a scalable solution that helps brands design more
effectively, reduce waste, and produce clothing that better meets customer
needs.

The
platform is already in use with Rixo, Ro & Zo, and Boden, aiming to reduce
returns, improve customer retention, and enhance profitability by delivering
better-fitting garments.

Fit is
one of the fashion industry’s biggest blind spots, and returns are now a
board-level issue costing the industry billions. We’re backing Fit Collective
because they’re tackling this challenge at its roots. The team is building the
kind of intelligence layer we believe will power the next wave of operational
transformation in retail,

said  Valerie
Aelbrecht, Investment Manager at AlbionVC.

The funding will be used to
expand the team, advance product development, and strengthen integrations with
global fashion brands seeking to improve both profitability and sustainability
performance.