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Artificial Intelligence to Reshape the Future of Online Apparel Shopping

kokou adzo



Matias Gath Shopyourfit

We talked to Matias Gath of Shopyourfit about the use of AI in the apparel industry.

First of all, how are you and your family doing in these COVID-19 times? 

Matias Gath: Luckily, we have all stayed safe during the pandemic and our family and team at Shopyourfit hasn’t seen cases in their closed circles. We decided to work remote in early February when we saw cases increasing and had a remote working system in place early on. 

Tell us about you, your career, how you founded Shopyourfit.

Matias Gath: I spent the first 10 years of my career in the corporate world. I worked in the U.S., LATAM and Europe. After realizing the corporate environment didn’t have the ability to innovate at the speed I wanted, I quit and moved over to the entrepreneurial world. My first startup endeavor was an on-demand delivery platform that I sold to Glovo in 2017. I stayed with Glovo until early 2019 when I decided to start Shopyourfit, and I saw a huge potential to change the apparel industry.

How does Shopyourfit innovate? 

Matias Gath: We’ve simplified discovering fashion brands and garments that you will love. Using Artificial Intelligence, we determine users’ preferred styles and fit in order to create a personalized experience where they are matched with clothes that will fit them best (in the styles they love). This way, we remove the friction from browsing through an ocean of clothes without knowing which ones will be fitting.

How the coronavirus pandemic affects your business, and how are you coping?

Matias Gath: While apparel shopping saw a steep drop in sales during the pandemic, it was an opportunity for the online apparel industry to step up and present innovative solutions. Shopyourfit has seen double-digit weekly growth as we provide a unique value proposition to online shoppers that help them shop better and simpler.  

Did you have to make difficult choices, and what are the lessons learned?

Matias Gath: We make difficult choices all the time and the biggest learning is that you need to make quick decisions with limited (yet rich) amounts of info. For example, you can’t do a survey and wait for 100 answers before making a decision. You need to deep dive with a few customers (5 to 10) and make a decision based on the feedback you get. Deep dive with a few customers, get feedback, make decisions.

How do you deal with stress and anxiety? How do you project yourself and Shopyourfit in the future?

Matias Gath: By not taking ourselves too seriously. The initial years of a startup are extremely stressful but also a lot of fun. These are the years that you don’t have board meetings, the pressure of having large teams, etc. Enjoy them and, while working hard, don’t forget that you do this because you love creating something so enjoy that process.

Who are your competitors? And how do you plan to stay in the game?

Matias Gath: There are some great products out there that learn from your preferences to present more clothing options such as The Yes and Wanalo. At Shopyourfit, we have a strong differentiator in that we use Artificial Intelligence not only to determine preferred styles and fit, but in that, we create a personalized in 3 simple steps. 

Your final thoughts?

Matias Gath: The pandemic has clearly created an adverse environment for all of us (whether it’s personally or professionally), but it’s also given us an opportunity to challenge everything we know about how we work and live. Whether it’s the notion that you need an office or the lifestyle that you had or would like to have, this is a great time to think of what is really needed in your personal and professional life and, especially, what isn’t.

Your website? 

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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