Storey The App

Storey operates a mobile virtual closet application that builds a digital version of a user's wardrobe. Items are added by connecting sources such as a camera roll, Gmail inbox and online checkout carts, producing a searchable inventory of what a user owns. The company frames the product around the observation that most people do not wear at least half of their wardrobe, and positions digitization as the route to greater visibility and use of existing clothing.

On top of the digitized closet, the app offers outfit creation and discovery features: users mix and match owned items into outfit combinations, capture them through a "Moments" selfie feature, browse other members' wardrobes, and receive suggestions from an outfit recommender engine. A rewards layer tracks what users actually wear and grants rewards for re-wearing particular brands or taking part in styling challenges. Storey also supports peer-to-peer resale of second-hand clothing between members, accessible in the app's Profile tab and mirrored on a web shop listing designer apparel, bags, shoes and accessories.

The company has also described a product line called Storey3, aimed at letting users try and buy both physical and digital styles across platforms using augmented reality, realtime 3D rendering and machine learning, including combining and re-integrating clothing from different avatars, marketplaces and wardrobes.

Founding story

The company states it is co-founded by a Ukrainian, which it cites as the basis for its 'Shop for Ukraine' donation initiative benefiting Vostok SOS.

Business model

Storey runs a consumer mobile app distributed through the App Store, combining wardrobe digitization and social styling features with a marketplace where members buy and sell second-hand clothing. A brand-linked rewards mechanism grants users rewards for re-wearing particular brands and for participating in styling challenges.

Traction

Public evidence of traction includes a member-supplied resale catalogue of designer items on the web shop, community features used by members, an in-person member event in San Francisco, and participation in the 2021 Techstars Seattle Accelerator program.

Latest developments

Recent publicly described activity includes the introduction of Storey3 for cross-platform physical and digital styling using AR, realtime 3D rendering and machine learning, and the 'Shop for Ukraine' program under which at least 50% of every purchase is donated to Vostok SOS, a Ukrainian NGO based in Luhansk.