Your closet, digitized
Whering was founded in London in 2020 by Bianca Rangecroft, a former banker who worked on the Stitch Fix and Farfetch IPOs and came away obsessed with a data point: most people wear a small fraction of what they own. Whering lets users photograph their clothes (with automatic background removal) or import items from retailers, creating a digital closet they can see, search, and style — a real-life version of the Clueless wardrobe.
AI styling with a sustainability mission
Whering's AI suggests daily outfits from what you already own, factoring in your style preferences. Users can plan outfits on a calendar, build packing lists, track cost-per-wear statistics, and style friends' wardrobes socially. A Chrome extension adds items directly from shopping sites, and wishlists help users buy intentionally rather than impulsively. The mission is explicitly anti-waste: to upend the 'buy, use, dispose' cycle by making existing clothes more usable.
Traction
The app is completely free and has grown to more than 7 million users on iOS and Android, with Rangecroft raising over £4 million and earning recognition including Drapers' 30 Under 30. Whering has become one of the most visible consumer apps at the intersection of AI, fashion, and sustainability.