According to EU-Startups, London-based Fit Collective just raised €3.4 million in pre-Seed funding, making it the largest round ever raised by a solo female founder in the UK. The fashion tech startup was founded in 2023 by Savile Row-trained designer Phoebe Gormley, who previously launched the first women’s tailoring house on Savile Row. Backers include AlbionVC, SuperSeed, True Global, and January Ventures, plus an Innovate UK Smart Grant. The funding will fuel team growth and product development as the company tackles fashion’s $230 billion sizing problem that costs the industry billions in returns annually. Major brands like Rixo, Ro & Zo, and Boden are already using the platform to analyze returns, fabric behavior, and sales data before garments are even produced.
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The European FashionTech wave
Here’s the thing—Fit Collective isn’t operating in a vacuum. There’s a massive FashionTech funding wave happening across Europe right now. In France, Fairly Made just secured €15 million for supply chain tracking, while Faume raised €8 million for second-hand fashion. Estonia’s Yaga collected €4 million to expand its resale platform. But here’s what makes Fit Collective different: everyone else is focused on resale or supply chain transparency, while they’re attacking the problem at its root cause—inconsistent sizing during production.
Why sizing is fashion’s hidden crisis
Basically, the fashion industry has been treating sizing like it’s some unsolvable mystery. But returns from bad fit cost the sector $230 billion every single year. That’s not just lost revenue—it’s wasted materials, shipping emissions, and frustrated customers who might never shop with that brand again. Fit Collective acts as a co-pilot to brands, analyzing data before garments are even made. Think about that—they’re preventing the problem rather than just managing the aftermath.
From bespoke tailoring to tech scaling
Gormley’s background is fascinating because it’s not your typical tech founder story. She literally used her university tuition fees to open the first women’s tailoring house on Savile Row. Years of designing custom garments for lawyers and brides gave her an obsession with fit that most tech people just don’t have. Now she’s scaling that expertise through technology. It’s one of those cases where deep industry knowledge meets tech innovation in a way that could actually move the needle.
Where this is all heading
So what does this mean for the industry? We’re seeing investor appetite shift toward data-led operational improvements rather than just sustainability marketing. Brands are finally realizing that better fit isn’t just about customer satisfaction—it directly impacts their bottom line. With major players like Boden already onboard, this could signal a broader move toward pre-production optimization across the industry. The question is whether other startups will follow Fit Collective’s lead or if we’ll see more copycats in the resale space instead.
