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Founded Year



Line of Credit | Alive

Total Raised


Last Raised

$15M | 2 yrs ago

About True Fit

True Fit operates as a data-driven personalization platform for footwear and apparel retailers. It uses connected data and machine learning to enable personal experiences for fashion retailers and users can also add their favorite brands in order to get recommendations. It was founded in 2009 and is based in Boston, Massachusetts.

Headquarters Location

60 State Street 12th Floor

Boston, Massachusetts, 02109,

United States



True Fit's Product Videos

ESPs containing True Fit

The ESP matrix leverages data and analyst insight to identify and rank leading companies in a given technology landscape.

Consumer & Retail / Fashion Tech

The virtual clothing try-on market leverages augmented reality (AR) and computer vision technology to enable users to virtually try on clothing and visualize how it fits and looks on their bodies. By adopting virtual try-on solutions, businesses can boost customer confidence in purchasing decisions and minimize returns due to ill-fitting garments. These solutions provide a convenient and interacti…

True Fit named as Leader among 7 other companies, including Zelig, 3DLOOK, and ThreeKit.

True Fit's Products & Differentiators

    Size and Fit Recommendations

    Fit is about gaining trust between shoppers and brands so True Fit provides options to shoppers based on how they want to evaluate fit, serving fit guidance to 100% of a retailer's traffic: 1. Universal Guidance: True Fit’s proprietary universal size scale and deep garment learning positions us to serve fit guidance to 100% of your traffic without a single click for shoppers. 2. Social Proof: We back up our product based fit guidance with social proof so shoppers can understand how many buyers sized up, down or bought their usual size. 3. Personalized Recommendations: Best in class 1:1 fit recommendations reinforced by the world’s largest fashion data platform. Our algorithms connect product fit with a unique shopper’s preferences


Research containing True Fit

Get data-driven expert analysis from the CB Insights Intelligence Unit.

CB Insights Intelligence Analysts have mentioned True Fit in 1 CB Insights research brief, most recently on Apr 19, 2023.

Expert Collections containing True Fit

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

True Fit is included in 6 Expert Collections, including E-Commerce.



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Market Research & Consumer Insights

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Artificial Intelligence

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Store tech (In-store retail tech)

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This collection looks at the tech-enabled companies helping brands and retailers promote their products and compel customers to buy.

True Fit Patents

True Fit has filed 29 patents.

The 3 most popular patent topics include:

  • exercise equipment
  • physical exercise
  • aerobic exercise
patents chart

Application Date

Grant Date


Related Topics




Polygons, Physical exercise, Aerobic exercise, Exercise equipment, Constructible polygons


Application Date


Grant Date



Related Topics

Polygons, Physical exercise, Aerobic exercise, Exercise equipment, Constructible polygons



Latest True Fit News

10:04 ET Luxury Performance Footwear Brand, Athletic Propulsion Labs, Steps Up its Ecommerce Results with AI-Powered True Fit Gu...

Sep 18, 2023

News provided by Share this article Share toX Shopify brand APL partnered with True Fit to reimagine rudimentary size charts with AI fit personalization. Hyper-personalized, high fidelity True Fit guidance delivered to 100% of APL's site traffic led to a 2% uptick in revenue and reduced returns by 15% from those customers leveraging True Fit recommendations. BOSTON, Sept. 18, 2023 /PRNewswire/ -- Luxury performance athletic footwear brand, Athletic Propulsion Labs (APL) , partnered with True Fit , the leading AI driven fit platform, to achieve a 2% leap in revenue while reducing fit-related returns by 15% from those customers leveraging True Fit recommendations. Luxury performance athletic footwear brand, Athletic Propulsion Labs, partnered with True Fit, the leading AI driven fit platform, to achieve a 2% leap in revenue while reducing fit-related returns by 15% on the Shopify platform. Based in Los Angeles, APL was founded in 2009 by former collegiate athletes and twin brothers Adam and Ryan Goldston. Today, APL is globally recognized as the pioneer and innovator of the "luxury performance" category in men's and women's athletic footwear. Rooted in technology and innovation, APL revolutionized the footwear industry by offering the finest footwear that sits at the intersection of luxury and performance. Offering comfort and style, APL's trainers are perfect for the gym, travel, and an active lifestyle including its Concept X and SuperFuture basketball shoes with the brand's groundbreaking Load 'N Launch® technology banned by the NBA for performance enhancement reasons to the wearer to its bestselling TechLoom Zipline shoes with APL FutureFoam® running midsole for its unsurpassed cushioning and comfort. With its world-class patented technologies and its unique, innovative designs, APL has become a celebrity and influencer favorite of sneakerheads and is now stocked in over 300 luxury retailers including Nordstrom, Harvey Nichols, Selfridges, Matches Fashion, Net-A-Porter and Mr. Porter. In 2019, APL first began its partnership with True Fit as it scaled its Direct-To-Consumer (DTC) business, with the goal of offering its shoppers fit guidance to build confidence into their buying journeys. APL leverages True Fit's Fashion Genome™, the broadest and richest global connected AI fit platform, to provide best-in-class fit recommendations powered by the demographics, fit preferences and buying behaviors of millions of global shoppers, and then enhanced by artificial intelligence (AI). This data delivers high-fidelity size and fit guidance to 100% of traffic, from zero click product size guidance for all traffic to highly personalized fit recommendations to shoppers who register and create a True Fit profile. APL put data privacy protection at the core of its decision process. In selecting a trusted partner, not leveraging personally identifiable information (PII) to make fit recommendations was important. The True Fit platform met these requirements as part of its key value proposition to every consumer. The partnership with True Fit increased conversions resulting in a 2% uptick in site-wide revenue. APL has also significantly reduced returns, with a 15% reduction in returns from shoppers leveraging True Fit. NJ Falk, Managing Partner at APL, commented: "We know from the data that finding the right fit drives consumer loyalty and increases customer conversion. We choose True Fit because consumers have a trust level with the brand. It gives them confidence during the buying process as sizing can often seem complicated in the virtual world. True Fit takes the guesswork out of the process making it easy for the consumer to determine their true size while reducing the likelihood of a consumer ordering and returning multiple sizes. We've also been impressed with how True Fit is always at the forefront of the digital fitting room by continuously innovating and inviting APL to partner early and often as part of the True Fit inner circle and family. It helps us keep pace with consumer expectations." William R. Adler, co-founder and CEO at True Fit commented: "Our latest research shows that behind jeans, footwear is one of the most difficult items to shop for online due to fit uncertainty. Because APL is broadly sought after by many different types of customers – from sports performance athletes at one end to luxury shoppers at the other -- fit guidance is very helpful. By using the Fashion Genome and APL customer data, we're able to leverage powerful AI to connect APL shoppers to the incredible APL styles, in many cases creating APL customers for life. The APL team is top notch and it's our true privilege to be their trusted partner and part of their extraordinary story." ABOUT ATHLETIC PROPULSION LABS (APL) Athletic Propulsion Labs (APL) is globally recognized as a world leader in Men's and Women's athletic footwear. Rooted in technology and innovation, APL has been at the forefront of performance footwear since the introduction of the Concept 1 basketball shoe featuring groundbreaking Load N' Launch® technology, designed to instantly increase vertical leap. As a result, the Concept 1 became the first shoe banned by the NBA for performance enhancement reasons to the wearer. Beginning in June 2014 the company pioneered the "luxury performance segment" of the athletic footwear market in connection with the launch of its running and training shoe collections for men and women. The combination of APL's world-class patented technologies and its unique, innovative design vision has enabled APL to be carried in the finest luxury retailers in the world from Nordstrom, Selfridges Net-A-Porter, Mr. Porter,, East Dane, Lane Crawford, Level Shoes to Harvey Nichols. Most recently, APL debuted its first All-Terrain style, the Defender, along with its newest running silhouettes, the Streamline and the TechLoom Zipline which won the SELF Sneaker Awards in 2022 and the Men's Health Sneaker Awards 2022 for both the Streamline and TechLoom Zipline. At the end of the 2020, APL introduced two new basketball shoes, the APL SUPERFUTURE and the APL CONCEPT X that garnered worldwide press. The brand's award-winning designs include a long list of accolades from the TechLoom Tracer training shoe which was awarded the 2021 Women's Health Fitness Award, Men's Health Sneaker Awards and the 2022 Women' Health Sneaker Awards for the TechLoom Tracer and the Ascend. APL's other key styles include the TechLoom Wave, TechLoom Bliss, winner of the Women's Health Sneaker Awards 2023, TechLoom Breeze, a PopSugar Fitness Awards 2023 winner, TechLoom Chelsea, TechLoom Phantom which is a 2021 winner of the Men's Health Sneaker Awards, the iconic TechLoom Pro which was awarded the Best Shoe for Studio Workouts as part of the 2021 Women's Health Awards and ) the Esquire Editorial Awards Editors Pick 2023, and the APL McLaren HySpeed which just won the2023 Gear Patrol Editor's Best Gym Shoe Award, while the brand's iconic Lusso slide was selected to be part of the Oprah's Favorite Things list in 2021 - the brand's fourth time being on the list, all alongside the APL Kids line which is sold online and in store at APL's flagship retail store at The Grove in Los Angeles. APL has also recently launched its global partnership with the Oracle Red Bull Racing team and is opening its newest Flagship Store on 75 Prince Street In New York City this Fall. For more information and to see the latest products, please visit ABOUT TRUE FIT True Fit is the leading AI platform apparel and footwear brands leverage to decode size and fit for consumers, driving conversion, return reduction and loyalty for brands. Its expert fit recommendations are powered by fashion's largest dataset to deliver accuracy across the broadest assortment of demographics and product categories including menswear, womenswear, childrenswear, intimates, swim and footwear. For more information, visit SOURCE TRUE FIT

True Fit Frequently Asked Questions (FAQ)

  • When was True Fit founded?

    True Fit was founded in 2009.

  • Where is True Fit's headquarters?

    True Fit's headquarters is located at 60 State Street, Boston.

  • What is True Fit's latest funding round?

    True Fit's latest funding round is Line of Credit.

  • How much did True Fit raise?

    True Fit raised a total of $150.36M.

  • Who are the investors of True Fit?

    Investors of True Fit include Espresso Capital, Signal Peak Ventures, Jump Capital, Intel Capital, Georgian and 9 more.

  • Who are True Fit's competitors?

    Competitors of True Fit include Lily AI, BodiData, Sizekick, Qloo, Bold Metrics and 7 more.

  • What products does True Fit offer?

    True Fit's products include Size and Fit Recommendations and 2 more.

  • Who are True Fit's customers?

    Customers of True Fit include Boden, PacSun and Land's End.


Compare True Fit to Competitors

Bold Metrics Logo
Bold Metrics

Bold Metrics provides a suite of artificial intelligence (AI) tools allowing brands to accurately predict customer body measurements. It helps apparel brands to increase conversion, reduce returns, improve sustainability, and optimize operations. The company was formerly known as Fashion Metric. It was founded in 2017 and is based in San Francisco, California.


3DLOOK provides artificial intelligence (AI) based mobile body scanning and virtual fitting room solutions. Its solutions include body measuring, size recommendation, virtual fitting, virtual try-on solutions, and more. It was founded in 2016 and is based in San Mateo, California.

EyeFitU Logo

EyeFitU is a company that specializes in size recommendation software, operating in the retail and technology sectors. The company's main service involves using artificial intelligence and data to help apparel retailers increase online conversions, reduce returns, and optimize production. Their software provides personalized size recommendations for customers, which increases consumer confidence and reduces return rates, contributing to sustainability efforts and better inventory management. It was founded in 2012 and is based in Zurich, Switzerland. Logo

Bodi.Me is a Fashion Fit Technology company specializing in size matching solutions for the garment industry. The company offers an easy-to-implement size advice platform, Size-Me, which provides fast and accurate size recommendations using proprietary algorithms and AI technology. Bodi.Me primarily serves uniform suppliers and e-commerce platforms, helping to reduce returns and ensure garments fit correctly the first time. It was founded in 2013 and is based in London, England.

Virtusize Logo

Virtusize is a fashion tech company that focuses on providing solutions for online shopping. The company offers a virtual fitting service that uses AI to suggest the best size for a product based on a simple profile input by the user. It also provides a high-function filter to help users find their ideal products and an analytics platform that aggregates thousands of data points to provide clear and practical insights about buyers, products, and forecasts. It was founded in 2011 and is based in Tokyo, Japan.


WAIR operates as a virtual fitting room providing sizing solutions. It offers artificial intelligence (AI) based size and fit recommendations that allow brands to analyze their sizing matches up with the body shapes of the global population. It was founded in 2012 and is based in San Francisco, California.


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