After she had her second child, Meghan Litchfield had trouble finding clothes the right size. A former Gap strategy manager, she knew that fit was the top reason for people not buying clothes and for online returns.

“Sizing is a broken system,” she said. “It assumes women’s bodies are standard, which they’re not, and it’s also really arbitrary.”

So she and a partner started a San Francisco company, RedThread, to create custom-fitted clothing for women, promising delivery within a week of ordering.

It’s among a bevy of startups that harness the internet and emerging technology for made-to-fit clothing. Their pitch: Custom garments, long the province of the rich, can now be affordable for the masses. Read More