--- title: Using AI for the perfect fit - The Hustle description: Hate online shopping? TrueToForm’s AI avatar helps shoppers and designers find the perfect fit. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/211713850-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-truetoform_20230807230535.webp --- # Using AI for the perfect fit ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: August 08, 2023 Updated: October 11, 2023 Ever leave a dressing room feeling defeated after not a single item works? Yeah, you’re not alone. ![pants shopping online](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/211713850-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-truetoform_20230807230535.webp?width=595&height=400&name=211713850-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-truetoform_20230807230535.webp) Even two people who typically wear the same size can be proportioned much differently. Plus, sizes have become [increasingly meaningless](https://time.com/how-to-fix-vanity-sizing/) over time and can vary dramatically across brands. [TrueToForm](https://www.truetoform.fit/), an AI/machine learning startup founded by [sisters Janice and Margaret Tam](https://www.superbcrew.com/truetoform-is-a-female-founded-tech-startup-that-is-changing-the-way-clothing-fits/), creates personalized avatars for designers and shoppers alike to achieve the perfect fit. #### **How it works** TrueToForm’s app (currently available for iOS) takes torso and full-body scans to make a digital avatar of a specific person. It can be shared with or used by: - Businesses that create or find clothes for individuals (e.g., made-to-measure, custom suiting, costume designers, personal stylists) - Activewear brands, which can use scans of fit models to produce new collections - Shoppers, who can use TrueToForm’s forthcoming search platform, Fitsearch, to find and purchase clothes across brands “When you take a scan, we automatically track over 40 different measurements that we’re using as part of the matching algorithm, so your search [becomes] a lot more precise and personalized,” CEO Janice Tam told* The Hustle*. #### **Why it matters** Tech like this can have lasting impacts on inclusivity and sustainability, two issues common in the fashion industry. - Users enjoy a personalized shopping experience and can discover brands that design for their body type. - Students designing digitally don’t have to cut samples and waste fabric. - Design can be done remotely (e.g., an NYC costumer can fit an LA actor without one of them flying across the country). - Americans return [24.4%](https://coresight.com/research/the-true-cost-of-apparel-returns-alarming-return-rates-require-loss-minimization-solutions/#:~:text=The%20top%20three%20reasons%20for,%25\)%20and%20damage%20\(10%25\).) of apparel purchased online; 53% of returns are due to size or fit. That eats into companies’ profits and isn’t great for the environment either. TrueToForm’s B2B platform is up and running [here](https://www.truetoform.fit/). To get on the waitlist for Fitsearch — expected to launch this fall, starting with women’s denim — click [here](https://thefitsearch.com/password). 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