When women buy clothes, finding the right size that fits perfectly can be a challenge. One company, Laws of Motion, is trying to change that by offering more than 100 ‘micro-sizes.’
Laws of Motion CEO Carly Bigi knows that not all size 8 dresses are alike, and neither are the bodies that fit into them. That’s why Bigi hired data scientists before fashion designers when she started her clothing company.
“The reality is women carry volume on their bodies differently, so we took 12 million data points on women’s bodies and created 144 sizes,” explained Bigi.
The idea was inspired by a shopping trip she took with a male friend to buy a tailored suit.
“He sipped whiskey and got measured and was out the door in 30 minutes,” said Bigi “I spent that entire day in and out of a dozen different stores trying to find a basic black dress… and paid twice the price, still got it tailored and in the end, I liked it half as much.”
After finishing Columbia Business School, and wearing an early prototype at graduation, Bigi raised $1 million in funding and spent two years working on the company’s sizing algorithm by studying variations of women’s bodies, shapes and sizes. She then partnered with an automated factory in Brooklyn where the dresses are made on-demand.
“It was very important from day one to manufacture using zero-waste and a zero-inventory operating model, and to do that in a way that is highly scalable,” said Bigi.
When you order a dress, there’s no measuring, but there is a ‘fit quiz,’ asking about height, weight, bust and torso size. It also has questions on demographic information, including birth date and ethnicity.
“We then have an algorithm that maps you to your perfect fitting ‘micro-size’ from the 144 that we offer so that we have your unique size and shape,” said Bigi.
Laws of Motion started out with one dress called the “Alpha,” but recently added another dress and jacket to its line up, all made with the secret micro-sizing algorithm that’s helping create inclusive sizing for all women.
“We believe you shouldn’t have to sacrifice fit or quality or size or sustainability values for something that fits you and your lifestyle perfectly,” said Bigi.
Laws of Motion is using science to revolutionize female apparel, while trying to give every woman that perfect fit.