fashion forward

New Houston-area store pops up to optimize artificial intelligence for retail shopping

Florida startup Fit:Match chose Houston for its first location of its AI-enabled retail store. Photo via shopfitmatch.com

In November, on the first floor of Friendswood's Baybrook Mall, wedged between the Abercrombie & Fitch and the Apple Store, a small studio popped up. At the window, a bubblegum assortment of balloons replaced the usual spruced-up manakin, and the shop is sparse for racks of clothing.

That's because the Fit:Match studio isn't really trying to sell clothes — it's trying to help you buy them online. By fusing artificial intelligence with retail shopping, Fit:Match makes ordering clothes online more trustworthy. The writing on the walls promised to revolutionize the way that people could: "Shop what fits. Not what doesn't," reads a neon sign. The tech might not only reduce long waits for the dressing room — it could abolish it altogether.

"You never have to try on clothes again," says Haniff Brown, founder of the Florida-native startup.

The store does have a fitting room, but Brown says it's not really for trying on clothes — it's for preparing to "get fitched," the process through which the imaging tech measures a customer's body.

It's fitting that the pop-up sits next to the iPhone giant. Fit:Match uses the same 3D imaging tech as Apple's FaceID, Brown says, which blasts infrared light at thousands of dots at a user's face. Where the light bounces off, the AI technology images the person's face. The sensors at the Fit:Match studio in Baybrook Mall expand this to the rest of the body. In 10 seconds, the AI sensor lets people sketches a customer's shape through 150 measurements.

Those measurements become indicators of how well a piece of clothing will fit the wearer. In the initial phase of the project, Brown's team fitched thousands of women — wanting to keep things neat, the company hasn't ventured into men's fashion yet — and compared the scores of the AI's algorithm with how the women scored their own clothes.

Now, once a customer has been fitched at the Baybrook studio, she can log online through an app or the company site and sift through thousands of clothes that will likely fit her. Each clothing item — mostly smaller brands that range from eclectic pieces and dresses to athleisure right now, Brown says, although he's already working to partner with better-known labels — is rated with a percentage of how well it's likely to fit the individual customer, based on her measurements and on how snug or loose she likes her wear. From the array of brands, she'll get specific matches — clothes that have a 90 percent chance or higher of fitting — that might look completely different from a friend's. Over time, the app will also update her on the latest matches.

"You're going to have this personalized wallet," Brown says, adding that this will also decrease a store's rate of return. "You will see a completely truncated assortment of clothes that are meant to fit you."

The Baybrook Mall hosts Fit:Match's first location. Brown says he chose the Houston area for its size and demographics, calling it a "hotbed to test new ideas, to get traction, to get customer feedback," and is even considering expanding to the Woodlands Mall and other places around Texas, too. It's also not far from the Austin-based Capital Factory, which brought Fit:Match under its wing late last year to help the startup raise $5 million.

In the meantime, the five-member management team at Fit:Match is focused on getting more Houstonians fitched. In the first month of operations, the studio measured more than 1,200 mallgoers, and Brown says the company could fitch a quarter million in the next two or three years.

"We think that the opportunity here is immense," Brown says.

Three Houston innovators to know this week include Kim Raath of Topl, Gaurav Khandelwal of ChaiOne, and Nobel Prize winner Jim Allison. Courtesy photos

This week's Houston innovators to know include a blockchain expert with insight on how COVID-19 is affecting supply chain, a Houston tech leader with a logistics software solution, and a streamable story on cancer treatment innovation.

Kim Raath, CEO and co-founder of Topl

Photo courtesy of Topl

Amid the negativity the COVID-19 news, one Houston startup had an exciting announcement. It reworked its C-suite and Kim Raath, who just finished Ph.D in statistics and a Master's in economics at Rice University, has transitioned into the CEO role. Raath and her co-founders, James Aman and Chris Georgen, recently convened to re-envision the company's next phase.

"It was definitely a cool experience for us as founders to go through together, but I'm glad that all three of us came out of this excited about what we're doing moving forward," says Raath. Read more.

Gaurav Khandelwal, CEO and founder of ChaiOne

Photo courtesy of ChaiOne

Houston tech company ChaiOne recently announced the soft launch of Velostics, the "slack" for logistics that solve wait times and cash flow challenges in the supply chain and logistics industry. The digital logistics platform is set to aid the struggling supply chain as surging demands stretch suppliers, offering their platform free for 60 days.

"At ChaiOne we have a history of helping Houstonians whenever disaster strikes," says CEO and founder, Gaurav Khandelwal. "We created a disaster connect app during Hurricane Harvey for free that connected people with the resources they need. Velostics by pure happenstance happened to be ready for situations like [the coronavirus] when there's a lot of parties that need to collaborate." Read more.

James Allison, chair of Immunology and executive director of the Immunotherapy Platform at MD Anderson Cancer Center

Jim Allison MD Anderson

Photo courtesy of MD Anderson Cancer Center

In a time when our health care heroes are serving on the front lines of the coronavirus, it's a great reminder of the work they all do round — from the research labs and academic institutions to the patient rooms. Jim Allison, a researcher in immunotherapy for MD Anderson Cancer Center recently took home the Nobel Prize for his work. He went on to be the subject of a documentary that premiered at SXSW last year, and that film will be coming to a TV near you.

Jim Allison: Breakthrough premieres on Independent Lens at 9 pm Monday, April 27, on PBS, PBS.org, and the PBS Video App. Read more.