Clothia Adapts “Clueless” Concept Of Online Closets

 is the startup every Clueless (a ’90s film) fan has been waiting for (all these years!) Yes, Cher Horowitz’s digital closet is real and now you can own one too!

Clothia enables users to build an online closet with the clothes they own or the clothes they want to have. This allows them to get advice on how to mix and match and create different looks, and lets them take a peek at their friends’ and get some inspiration.

The startup is in beta in both a website and an iPad application.

“The idea is that you can have a virtual closet where you can upload pictures of things you own and create a wishlist of things all over the web,” said founder Elena Silenok. She feels that Facebook is not the perfect place to make shopping social since users are more accustomed to posting pictures and playing games on the platform than shopping, she adds.

The startup also includes and augmented reality technology where you can try clothes on. You can take pictures of yourself with a webcam and try different outfits from 100 different brands like Prada, Topshop and ModCloth.

Silenok got the idea from countless viewings of Clueless and a problem that she faced when she moved to New York in 2006.

Fresh out of her Masters in Computer Science in the University of California at San Diego, she needed an outfit makeover for her new job as  lead developer at Bessemer Venture Partners.

The company received seed funding from a group that includes General Catalyst, Khosla Ventures, angel investor Chris Dixon and David Kidder, co-founder of the ad-tech company Clickable.

Clothia currently has five employees but Silenok still does most of the coding herself.

“I don’t just wear 5-inch heels—I can actually code,” she said.

Source: Crains New York

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