Laws of Motion

Laws of Motion operates as an AI technology company specializing in sizing technology for the fashion industry. The company's proprietary AI architecture predicts body measurements with 99% accuracy through a 60-second Fit Quiz or Body Scan. Unlike traditional apparel brands that offer standard sizes designed for only 2% of women, Laws of Motion's technology engineers precision sizing that accommodates up to 16 different body shapes per size, ranging from sizes 00-40. The company utilizes over 2 billion body measurement data points to train its model and operates through an API-based platform that integrates with a single line of code.

The company maintains a direct-to-consumer fashion brand that serves as an R&D incubator for its technology. Through its zero-waste, zero-inventory manufacturing model based in the Americas, Laws of Motion produces made-to-order garments delivered within 10 days. The company has demonstrated the effectiveness of its technology by achieving a return rate of less than 1%, significantly lower than the industry average of 24.4% as of 2024. In 2019, the company generated its first USD 40 million in revenue.

In 2024, Laws of Motion expanded its business model by launching a Software-as-a-Service (SaaS) licensing solution that enables other brands and retailers to implement its AI sizing technology. The platform provides partners with real-time access to dashboards measuring key performance indicators such as conversion rate, size sampling, and return rate, while offering insights for sizing optimization. In January 2024, the company launched an 'everything but the dress' bridal collection as part of its direct-to-consumer offerings.

Key customers and partnerships

Laws of Motion's sizing technology has been adopted by Eddy, whose founder implemented the technology across all product pages to improve fit feedback and optimize inventory purchases. The company's technology has attracted interest from both high-growth startups and established brands in the fashion industry.