For women, finding that perfect pair of jeans just got a lot easier. Model Rian Buckley founded Fitcode, a fashion technology company that aims to transform the way women shop for jeans, making it easy to find those pairs that fit them best.
The site works by taking women through a series of questions about their body shape and type, not their measurements, and outlines struggles women of every shape face when shopping for denim. Each step of the way, you’ll encounter body positive messages about your shape, whether your thighs are ‘va va voom’ and curvaceous or your ‘baby cakes’ booty is the ‘envy of curvy girls everywhere.’ After the short quiz, you choose your favorite brand of jeans and the size that fits you best to receive your fitcode. Your personalized fitcode helps the site retrieve denim recommendations, in several styles, best suited for you. The site then allows you to purchase the jeans directly.
Impressively, each pair of pants recommended through Fitcode has been held, stretched, worn, pulled, and personally tested by the team to get an accurate sense of how they fit real women.
Recently, Fitcode received a $1.8-million-dollar investment from Harvey Partners to expand their site. Buckley and her team already have big plans in the works for the influx of cash including developing a Fitcode app that will allow consumers to enhance their mobile shopping experience and possibly create an interactive in-store option.
Fitcode also plans to use the money to better respond to user requests. “Our goal has always been to share our service to make it easy for all women to find denim they love. Two of the most popular requests we’ve received are to add plus-size denim and provide more options for denim under $100,” says Buckley. “This fall we will be doing both by adding plus-size options in Levi’s and NYDJ.” Even in its early stages, Fitcode has dedicated itself to responding to its users to make it easier to get women into jeans they’ll love.
Currently, Fitcode has parterned with 7 for All Mankind, Citizens of Humanity, Hudson, J Brand, JOE’s Jeans, Kut from the Kloth, NYDJ, and Paige, and the company is “dedicated to keeping the Denim Boutique fresh with the latest styles and seasonal trends to keep pace with [their] users needs.”
Only 27, Rian Buckley came up with the idea for Fitcode during her modeling days. She quickly noticed that while advertisements and catalogues depict every pair of jeans fitting like a glove, a lot of pins, clips, and photo shop magic go into achieving that look. Buckley also noted, as a woman, she understands the frustration of going to a brick and mortar store and trying on jeans, only to find they don’t fit the way you’d hoped. With no industry standards, (a size 6 in one brand rarely translates to a size 6 in another) Buckley hopes to take the conversation from size to fit, removing the headache from denim shopping for once and for all.
Aside from her insightful ideas about how to help women shop and feel more positive their bodies, Buckley also spoke about her love of fashion. In the upcoming seasons, look for denim brands to “flare everything! We are seeing a resurgence of all things flare…from bellbottoms to crops,” she shared. For more denim inspiration follow Fitcode on Instagram.