Whering
Whering is a London-based free mobile and web app that lets consumers digitize their wardrobes, generate AI-powered outfit suggestions, and share styling with friends. Founded in 2020, it serves over 7 million global users via a freemium model with an optional Supporter Club subscription.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Whering does
Whering is a London-based consumer technology company operating a free social wardrobe and styling application across iOS, Android, web, and Chrome extension, founded in 2020 by Bianca Rangecroft. The platform enables users to digitize their wardrobes by photographing clothing or importing from a proprietary database of over 100 million items, then create outfits, receive AI-generated styling suggestions, plan looks via a calendar, generate packing lists, and share styling with friends through social features. As of the input period the platform had reached over 7 million users globally with 15M+ items uploaded and 120M+ outfit combinations generated, and the app is translated into six languages with localized experiences for the UK, Germany, France, Italy, Spain, and Brazil.
The product architecture combines computer-vision background removal, an outfit recommendation engine branded W Pick (described as BETA), a Clueless-inspired Dress Me shuffler, manual outfit building via a Canvas tool, and a Planner with packing list generation. Whering's most recent material AI integration is with Google's Nano Banana 2 image generation and editing model, used alongside enterprise co-customers such as WPP, Adobe Firefly, Figma, and Notion. The company also operates a White Glove premium service where professional closet organizers photograph and catalogue a user's wardrobe in-home, and a Professional Stylist Program for working stylists.
Whering's business model is freemium: the core app, all primary features, and the social platform are free with no advertising; the only disclosed paid product is an optional Supporter Club subscription with unpublicized pricing. Revenue is not disclosed, and no venture funding, parent company, or institutional investors are named in the source data, leaving the capital structure and revenue scale as key unknowns. Distribution is product-led and self-serve through global app stores, supplemented by earned media from coverage in Vogue, Condé Nast, Forbes, the BBC Dragon's Den, and the Drew Barrymore Show.
Whering firmographics
Firmographics- Name
- Whering
- Legal name
- Whering Ltd
- Website
- https://whering.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Whering is a London-based free mobile and web app that lets consumers digitize their wardrobes, generate AI-powered outfit suggestions, and share styling with friends. Founded in 2020, it serves over 7 million global users via a freemium model with an optional Supporter Club subscription.
- Ownership category
- akta.pro rank
Whering industry classification
Industry- Product category
- Fashion Technology
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Virtual Styling & Outfit Planning (HSACAJAF)
- akta.pro secondary industries
- Virtual Closet & Wardrobe Editing (HSAFALAB), Closet & Wardrobe Organization (HSAFAAAB), Closet Labeling & Inventory Systems (HSAFABAG)
Keywords
Where Whering is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Whering business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Free Core Platform: Core wardrobe digitization, outfit creation, styling tools, social features, and basic analytics are provided free to all users. This drives user acquisition and network effects.
- Supporter Club: Optional paid subscription tier (Supporter Club) offering additional benefits for users who want to support the platform. Specific pricing not publicly disclosed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Core Features |
| Subscription | Monthly | Supporter Club |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Whering product offering
Product offeringCore offering
Whering provides a freemium digital wardrobe and styling platform delivered as a mobile app (iOS and Android), web app, and Chrome extension. Users digitize their clothing by photographing items or selecting from a 100M+ item database, then create outfits manually, via the AI-powered W Pick recommender, or through the Clueless-inspired Dress Me shuffle, while sharing styles socially with friends. Supplementary offerings include a White Glove in-home digitization service and a Professional Stylist Program.
Product overview
Whering is a fashion and wardrobe management platform consisting of a free mobile app (iOS and Android) with multiple integrated modules for digital wardrobe management, AI-powered outfit generation, and social styling. The core platform centers on the Whering App where users digitize their closets by uploading clothing photos or selecting from a database of 100+ million items. Key features include Dress Me (Clueless-inspired outfit shuffler), W Pick (AI outfit recommender), Canvas (manual outfit builder), Planner (calendar scheduling), and social features for friend styling. The ecosystem includes a Chrome Extension for web-to-wardrobe capture, a Web App for desktop access, and enterprise services including a White Glove in-home digitization service and Professional Stylist Program. The platform emphasizes sustainability through wardrobe analytics (cost per wear, utilization tracking) and is positioned as a free service with no ads or paywalls for core features.
Differentiator
Problem solved
Functional benefit
Products and services
- Whering Mobile App The main Whering iOS and Android application that allows users to digitize their wardrobe by photographing clothing or selecting from a 100M+ item database, create outfit combinations via Canvas or AI, shuffle wardrobes via Dress Me, schedule outfits in Planner, track cost-per-wear in My Stats, and share styles socially with friends.
- Whering Web App Desktop browser version of Whering available at whering.co.uk that gives users access to their digital wardrobe and styling features from laptops and computers.
- Whering Chrome Extension Browser extension distributed via the Chrome Web Store that enables users to upload items, save wishlists, and create moodboard images directly from any e-commerce or content website into their Whering wardrobe.
- White Glove Service Paid in-home wardrobe digitization service in which professional closet organizers visit the customer, photograph their clothing, and catalogue the items in their Whering digital wardrobe.
- Professional Stylist Program A program that connects professional stylists with Whering's global user base so stylists can offer styling services to platform users.
Quantifiable outcome
- 134% increase in items uploaded since January 2024
- +3 more outcomes
Companies that use Whering
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Whering technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature7 records
Whering partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- GooglecoreWhering is an enterprise customer integrating Google's Nano Banana 2 image generation and editing model, which delivers Pro-level quality at Flash-level speeds. The model features real-time web information integration, 4K upscaling, text rendering, and enterprise-grade transparency through SynthID and C2PA Content Credentials.
- WPPcoreWPP has integrated Google's Nano Banana 2 model and reports reduced editing time from hours to seconds for clients like Unilever. Whering is listed as an enterprise customer testing the model.
- Premium Closet OrganisersminorWhering partners with select, vetted group of premium closet organisers to offer a personalised White Glove in-home wardrobe digitisation service where professionals photograph and catalogue clothing.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Whering competitors and assessment
Company assessmentMarket position
Strengths5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Whering social profiles
Digital presenceWhering financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whering leadership team
Management profileNumber of profiles
Profiles2 records
Whering funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whering M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whering
What does Whering do?
Whering provides a freemium digital wardrobe and styling platform delivered as a mobile app (iOS and Android), web app, and Chrome extension. Users digitize their clothing by photographing items or selecting from a 100M+ item database, then create outfits manually, via the AI-powered W Pick recommender, or through the Clueless-inspired Dress Me shuffle, while sharing styles socially with friends. Supplementary offerings include a White Glove in-home digitization service and a Professional Stylist Program.
Is Whering a public or private company?
Whering is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Whering founded?
Whering was founded in 2020. It employs 11 to 50 people.
Where is Whering based?
Whering is headquartered in London, United Kingdom, in the Europe region.
How does Whering make money?
Two revenue lines are on record. Free Core Platform is the primary driver. The others are supporter Club.
Does Whering have an API?
No public API is recorded for Whering.
What industry is Whering in?
Whering's product category is Fashion Technology. Its primary akta.pro industry code is HSACAJAF, Virtual Styling & Outfit Planning, with a secondary code of HSAFALAB, Virtual Closet & Wardrobe Editing. Its NAICS code is 458110 and its SIC code is 5600.