Whering, a London-headquartered wardrobe app startup, has raised £5 million in seed funding led by eBay Ventures and Google AI Futures Fund, as it reaches 10 million users globally.
The platform is designed to shift away from fashion's "buy more" model towards more intentional, data-led wardrobe decisions, supporting circular fashion. It helps users build their own sense of style and gain a close-up view into their full wardrobes, and is used mainly by Gen Z consumers to get dressed, pack for travel, and style each other. 84% of Whering users say they wear their clothes more often, and most also buy fewer, better items, while nearly 70% say they have reduced fast-fashion purchases since using the app; over a third are said to have saved between £100 and £300 annually.
The new investment will support Whering's next phase of growth, underpinning its mission to build the definitive data source for the future of circular and personalised retail. Its participation in Google AI Futures Fund will help deliver technical solutions such as generating suggestions that adapt to a user's mood, the weather, or an occasion, powering new in-app launches including Enhanced, which elevates uploaded images to a retailer-quality standard; Gallery Scanning, which lets users extract and upload individual items directly from outfit photos in their camera roll; and Virtual Try-On, which helps users visualise how pieces work on their body.
We not only power re-commerce, we empower the infrastructure that keeps fashion in rotation longer. This is exactly what Whering brings to industry and closets everywhere. The fashion industry's buy, use, dispose model has been long overdue disruption, and with over 10 million users and digitised wardrobes, Whering is well positioned to be the catalyst.
I launched Whering to help answer the question billions of people ask themselves daily: What should I wear today? Five years and 10 million users later, we're thinking about what's next. We have access to such a vast amount of data that hasn't existed before - not just what people buy, but what people actually wear, what they wear it with and how it makes them feel. For us, what's next is helping people not just when they get dressed in the morning, but every time they interact with clothes, whether that's buying, selling or styling, and we have the data to do that in an incredibly personalised way.
