It’s mid-July and it’s called the Hudson Yacht Praying for overtime — an apt name for the ship that hosts the Laws of Motion event, where founder Carly Bigi and her crew’s passion for beautiful, flawless clothing is paired with Aperol spritzes at the bar. Bigi herself wears a vibrant pink romper that strikes the balance between totally chic and still professional, a cross-line for the collection and cover pieces: a white frame with subtle feathers ringing the sleeves and hems.
Laws of Motion’s styles are modern takes on timeless silhouettes, but that’s where any resemblance to other brands begins and ends. That’s because Laws of Motion, which counts Rent the Runway co-founder Jenny Fleiss among its investors, relies on data to help customers find the ideal fit and reduce the impact of fast fashion (there is an estimated 92 million tons of textile waste every year, globally).
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“It helped me embrace the mindset that rules are suggestions.”
Putting technology at the core of the business was a natural progression for Bigi. Growing up in Houston, Texas, with deep roots in the NASA community, he learned to see “the present as a springboard for what might be possible in the future.” “[It] it helped me embrace the mindset that rules are suggestions,” she says businessman“and that just because something was done a certain way before doesn’t mean that’s how it should be done going forward.”
Bigi began his career in management consulting, where he learned how to build and lead teams while identifying, defining and solving “some of the most complicated problems in some of the most complicated businesses in the world.” It’s a skill set she’s put to good use at Laws of Motion, where precision and innovation are essential to tackling the fashion industry’s giant waste problem.
“Fundamentally revolutionizing the apparel industry means revolutionizing the role of precision data within the apparel industry,” explains Bigi. “And so Laws of Motion’s AI technology combines proprietary and complex machine learning and vision technology with a very simple user interface to increase data accuracy and reduce friction in the shopping experience” .
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“Using just two images, no app required, it generates a 3D mesh of your body, then predicts over a million data points.”
What does the technology look like in practice? It’s very simple – I tried it myself. I took two photos of myself in dark, tight clothing against a light background and uploaded them to the site, where the technology anonymized the images and gave me my ideal micro size. The user interface was also perfect: within seconds, I was scrolling back through the Laws of Motion collection, where any piece I added to my cart was available in this micro-perfect size (there are 180 in total). There’s also an option to complete a 60-second fit quiz for those who would prefer that route, and the results are the same. Both technologies predict measurements with more than 99 percent accuracy, Bigi says, mapping the data to 1,260 precision measurements designed to include height and shape.
“Unlike other sizing technologies that are anchored in gender issues, such as bra size, our body scanning technology is completely genderless,” Bigi continues. “So using just two images, no app required, it generates a 3D mesh of your body and then predicts over a million data points that are used to map your perfect fit size while fueling ongoing size R&D as a whole.”
Because everything is made to order, Laws of Motion is a zero-waste, zero-inventory company, Bigi says, producing through its U.S.-based supply chain. In addition, the technology is “flipping the script” on core apparel industry KPIs: achieving a 1% return rate, increasing size inclusion 20x, and generating 70% more profit margin high compared to other direct-to-consumer brands. In the next five years, the brand will eliminate more than 4.425 million tons of CO2 emissions, according to Bigi, almost a third of what US clothing brands are producing today.
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“It’s not the typical approach, but nothing we do at Laws of Motion is.”
The brand’s on-demand production isn’t the only way it’s redefining fast fashion, but it also takes a collaborative stance to ensure its offerings reflect customers’ real wants and needs. “Our customers play a big role in our styles and colors, and I’m constantly in awe of the relationship we’ve developed with them,” says Bigi. “It’s pretty amazing to watch it evolve. Our newest product, the Moxie Romper, which I’m wearing today, was inspired by tons of input from our community.”
“It’s not the typical approach,” admits Bigi, “but nothing we do at Laws of Motion is, and we’ll continue to release new styles and collections monthly to further validate our hypotheses of the multivariate relationship between the ratios of women and perfection. tight clothes.”
And fast fashion isn’t the only problem Laws of Motion is committed to solving. Bigi is also determined to dismantle an industry that conditions women to identify with one size. “It is completely unfounded and contributes to the toxic social norms that we are actively rewriting and rewriting,” Bigi explains. “At Laws of Motion, your size is your name, because it doesn’t matter what shape or size you are; what matters is that each product looks like it was made to fit you perfectly, because it was.”
Image credit: Courtesy of Laws of Motion
“We envision a world where women of all shapes, heights and weights have equal access to the perfect clothes.”
Bigi stresses that the clothing industry is “completely out of alignment with consumer values.” Today’s conscious consumers are looking for personalization, inclusion and sustainability, all of which precision data makes possible. In addition, other industries, including beauty and healthcare, have already evolved to meet these desires, Bigi notes, while the clothing industry is decades behind. Laws of Motion is ready to be the solution.
“We envision a world where women of all shapes, heights, and weights have equal access to clothing perfectly made specifically for them with zero waste,” says Bigi. “And we won’t stop until this is the norm across the industry.”
As the sun sets and excited attendees head below deck to try out the technology for themselves, it looks like the brand is well on its way to doing just that.