Whering secures $7m to expand AI-powered wardrobe app

Whering has secured $7 million (£5.2 million) in seed funding led by eBay Ventures and the Google AI Futures Fund as the fashion technology platform surpasses 10 million users globally.

The investment will support the next phase of growth for the AI-powered wardrobe app, which helps users digitise their clothing, generate outfit suggestions and make more intentional purchasing decisions based on what they already own.

Founded in 2021, Whering positions itself at the intersection of personal styling, wardrobe management and resale, allowing users to build a digital version of their wardrobe, track wear patterns, and receive styling recommendations tailored to occasion, mood, and context.

The company said the funding will accelerate the development of AI features, including enhanced image processing, gallery scanning to extract individual garments from photos and virtual try-on technology.

According to Whering, user behaviour data suggests a shift towards more intentional consumption, with 84% of users reporting they wear their clothes more often since using the app, while nearly 70% say they have reduced fast fashion purchases. More than a third also reported annual savings of between £100 and £300.

Bianca Rangecroft, founder and Chief Executive of Whering, said: “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. What’s next is helping people every time they interact with clothes, whether that’s buying, selling or styling.”

Alexis Hoopes, Vice President and Global Head of Fashion at eBay, said: “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.”

The investment comes as fashion technology platforms and retailers increasingly explore AI-driven personalisation tools and resale integrations to support more circular business models.

Whering said it will use the funding to expand its AI-powered styling, resale integrations and wardrobe management technology as it continues to grow the platform.