LONDON, 17 September 2025 – 1 in 3 garments are returned due to poor fit, fuelling fashion’s waste crisis, according to Shopify’s 2024 Fashion Industry Report. Fashion-tech startup Fittora is tackling the problem head-on with the launch of its AI-powered, made-to-order clothing platform – offering consumers perfectly tailored, sustainable pieces, without a single fitting room visit.
Using proprietary computer vision technology, Fittora calculates a customer’s exact measurements from just a few uploaded selfies. Experienced stylists then refine AI recommendations, while skilled pattern makers and tailors craft each garment to order. The result: one-of-a-kind, waste-free fashion delivered worldwide within six weeks, at a UK price point starting from £80–£130 – making “tailored accessible luxury” a reality for consumers for the first time.
Tackling fashion’s waste problem
The fashion industry generates massive waste (according to new data from Boston Consulting Group, 2025 ). Global textile waste reached 120 million metric tonnes in 2024, with 80% dumped or burned – losing about $150 billion in raw materials annually. If left unchecked, this could exceed 150 million metric tonnes by 2030. The environmental toll is particularly high. Producing textiles – from extracting raw materials to manufacturing – accounts for 92% of the fashion industry’s greenhouse gas emissions. Fittora’s on-demand model meets the challenge head on by eliminating overproduction.
“Fittora is where innovation meets intention,” said Nicola Bond, Founder and CEO of Fittora who previously drove growth for Marks & Spencer’s International Division. “We’re giving people clothes that are as unique as they are – and we’re doing it without fuelling the waste of mass production. AI accelerates the design process, helps us understand fit and style at scale, but it’s the human touch in styling and craftsmanship that makes each piece unique.”
What makes Fittora different:
- AI-Powered style recommendations – Suggestions based on a customer prompts such as occasion, colour choice, and an upload of their style inspiration
- Fit Intelligence – Calculates perfect fit from selfies
- Fabric & texture selection – Choose from curated sustainable fabrics tailored to your lifestyle and preferences
- Human-Led Styling – Experienced stylists fine-tune every AI selection.
- Add personalised finishing touches – Options for embroidery, monogram, and other unique handcrafted details
- Sustainable by Design – On-demand production means no overstock, minimal returns, and zero unsold inventory. Fabrics are sourced from natural, luxurious fibres such as organic cotton, silk, and fine wools, alongside innovative sustainable blends.
- Fast tailored delivery – From selfie to doorstep in 6 weeks, compared to 8-12 weeks for bespoke tailoring.
- Global Craftsmanship Network – Fittora tailors are carefully vetted through a vigorous selection process that evaluates technical expertise, years of experience, and commitment to attention to detail. By preserving heritage techniques, Fittora ensures high quality standards and its network delivers garments that embody timeless luxury and exclusivity.
- Longevity & care – Items purchased through Fittora can be repaired and restyled after 12 months, extending their wear lifecycle.
With the global fashion AI market projected to grow from $3.14 billion in 2025 to $60 billion by 2034 (Precedence Research, July 2025), Fittora is positioned to lead a new wave of AI-enabled, sustainable luxury.
About Fittora
Fittora is reimagining fashion for the next generation – where technology, sustainability and personality come together to create accessible luxury with a perfect fit.
