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.

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CultureMap Emails are Awesome

Houston Innovation Awards to honor 2 trailblazers with posthumous recognition

top leaders

Last month, the Houston innovation community suffered the loss of two business leaders who left a significant impact on the ecosystem. In November, both individuals' careers will be recognized with Trailblazer Legacy Awards.

Every year, the Houston Innovation Awards honors a Trailblazer Award recipient for their past and future dedication to startups in Houston, and this year InnovationMap is doing approaching the award differently in light of recent events. Paul Frison, founder of the Houston Technology Center, and Scott Gale, executive director of Halliburton Labs, will receive the award posthumously. Frison died on September 5, and Gale died on September 24. The award was decided on by the 2024 judges and InnovationMap.

“I am immensely proud to honor these two remarkable individuals with the Trailblazer Award this year. It is fitting, as they represent two generations of building Houston’s ecosystem," 2023 Trailblazer Award recipient Brad Burke, managing director of the Rice Alliance and the associate vice president for industry and new ventures within Rice University's Office of Innovation, tells InnovationMap.

"Paul Frison was a pioneering leader who helped establish the Houston Technology Center and fostered the city’s tech ecosystem during the initial technology boom around the year 2000. Scott Gale, through his work at Halliburton Labs over the past five years, has been instrumental in launching Houston’s energy transition ecosystem," he continues. "Both have played pivotal roles in championing technology innovators.”

A long-time Houston businessman, Frison founded HTC in 1999 and served as its CEO and president. The organization evolved into Houston Exponential several years ago. Frison remained active within Houston innovation until 2020. Prior to HTC, he served in various executive roles at American Hospital Supply, LifeMark, ComputerCraft, and LifeCell, spending the last 50 of his years in Houston. Born in Glendale, California, he served in the Unites States Coast Guard.

"Houston's vibrant technology entrepreneurship ecosystem is the product of Paul Frison's commitment to innovation, integrity, and growth for our community," says Walter Ulrich, former president and CEO of HTC. "He is the father of Houston's tech ecosystem, CEO of one of Houston's first tech Unicorns, founder of the Houston Technology Center ranked as a top ten technology incubator by Forbes, philanthropist, veteran, and family man."

Gale helped to launch Halliburton Labs in 2020. Prior to that role, he lead global strategy initiatives for Halliburton. A Brigham Young University graduate, he received his MBA from Rice University in 2019, where he co-founded the Jones Student Association for Executives. After his graduation, he served on the the Rice Business Alumni Association Board and the Energy Advisory Board for the Rice Alliance Clean Energy Accelerator. He was also a voice actor and the co-host of two podcasts: Rice University's Owl Have You Know Podcast, which shares experiences of Rice's business community, and the Curiosity podcast, which explored optimism and curiosity with guests and co-host Brad Rossacci.

"We established the Trailblazer Award to recognize the city's innovation leaders, and Scott and Paul both more than deserve to be recognized for their contributions to Houston," Natalie Harms, editor of InnovationMap, says. "My hope is that this year's Trailblazer Legacy Awards pay tribute to their lasting impacts."

The awards will be presented at the November 14 event.

Rice researchers secure $35M federal grant to advance medical device technology

big money

Rice University has secured part of a nearly $35 million federal grant aimed at commercializing a bioelectric implant for treatment of type 2 diabetes and obesity.

The federal Advanced Research Projects Agency for Health awarded the $34.9 million grant to Rice and several other universities.

Rice’s Biotech Launch Pad will lead the effort to commercialize the self-contained, implantable Rx On-site Generation Using Electronics (ROGUE) device. ROGUE houses cells that are engineered to produce type 2 diabetes and obesity therapies in response to patients’ needs.

Carnegie Mellon University leads the team of researchers handling development and testing of ROGUE, which acts as a “living pharmacy” designed to make biologic drugs available on demand in a patient’s body.

The ROGUE initiative aims to keep the cost of this treatment significantly below the cost of other biologics-based treatments.

“ROGUE’s innovative design combines efficient biological manufacturing, long-term durability, and patient-friendly features that have the potential to transform the landscape of biologics delivery,” Omid Veiseh, professor of bioengineering and faculty director of the Rice Biotech Launch Pad, says in a news release.

Paul Wotton, an in-house entrepreneur at the university and executive director of the Rice accelerator, is helping guide ROGUE toward becoming an independent company.

“With the Biotech Launch Pad, our goal is venture creation in parallel to the groundbreaking research at Rice and its collaborating institutions,” Wotton says.

Omid Veiseh is professor of bioengineering and faculty director of the Rice Biotech Launch Pad. Photo courtesy Rice University