Laws of Motion Shuts Down Clothing Line to Pivot to AI Sizing
After seven years of refining its proprietary body-measurement software through its own direct-to-consumer label, New York-based Laws of Motion is shuttering its apparel business. The company now intends to dedicate its full resources to licensing its sizing superintelligence technology to major fashion retailers globally.
The startup, founded in 2019, used its womenswear brand as a laboratory to perfect a system that predicts individual body measurements with 99% accuracy. By shifting away from retail, CEO Carly Bigi aims to eliminate the industry-wide friction of inconsistent sizing. The technology has already demonstrated significant impact, driving 20 times higher conversion rates and reducing returns by 70% for current partners.
Bigi noted that the apparel brand served its purpose as an incubator, providing the necessary data to build a scalable solution for the wider market. With the clothing line closing this month, the company is doubling down on its B2B model. The software is already utilized by established labels including Alice + Olivia, ALC, Simkhai, Nour Hammour, and Bondi Born. By moving to a pure-play tech model, Laws of Motion plans to help brands replace outdated sizing charts with real-world body data, aiming to bolster profitability while simultaneously addressing the industry's persistent waste problem.
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