Meet Indyx, the personal style app that solves fashion’s sustainability problem

ing. The combination of in-app features allows users to catalog, style and resell in an all-in-one digital wardrobe that is at the user’s fingertips. Filling the Closet Void Most consumers can identify the gap in their closet, and if they can’t, there’s a smart marketing team ready to point it out and offer a shiny new product as the solution. “We’re conditioned to always buy the next thing, even if the next thing is the same as 10 other things we already own,” Campbell told Inside Retail. “I wanted to build something to reimagine our relationship with our wardrobe and reshape the way we experience fashion,” she added. Indyx’s founders identified four key problem areas in consumer wardrobes that informed the design of the app and its various tools; visibility, practice, accessibility and convenience. Most consumers’ physical wardrobes don’t offer the ability to make every garment visible, practice putting outfits together, the accessibility to check what you own on the go, and the ease of reorganizing with little effort. “One of our values ​​when we launched the company was that we wanted to provide a platform where everyone could be creative, celebrate their personal style and love what they own,” said Campbell. “We offer free tools to understand your personal style and the ability to catalog your closet and style your outfits for free, and we don’t plan to charge for those fundamental features,” she added. The future is digital Indyx believes that fashion can be so much more than shopping and uses the power of technology to support that. “We want to empower everyone to shop in the context of what they already own, so we can think more carefully about what we’re buying and feel more confident that we’re actually getting value out of it,” Campbell said. Indyx reflects consumers’ current need to use fashion as a way to share and connect with its social functions online. “We also wanted (Indyx) to focus on real connections, where you can exchange style advice with friends, hire style experts at affordable prices, share your closet with friends, get inspiration from others and soon sell the things you can’t sell. no longer suits you,” Campbell said. But Indyx’s vision for its personal style platform extends far beyond the way individuals interact with their wardrobe, to ultimately transform the way brands interact with consumers. “I see opportunities to work with brands and retailers to reimagine how we personalize the shopping experience and also extend the way we experience fashion with our favorite brands beyond the initial purchase,” said Campbell. “This shift in power, putting all that access and data in the hands of consumers, could fundamentally reprogram fashion to be more sustainable,” she added. Personal Style Is Sustainable Fashion and sustainability are more often than not at odds with each other, but Indyx’s platform repositions personal style as an ecological solution. “Shopping is so ingrained as the default solution to solving discomfort with what we wear, that if you’re unhappy with your style, the solution is obviously to buy something new,” Rule told Inside Retail. This cause-and-effect shopping spiral is what Rule calls “the next thing trap,” but she believes true personal style and sustainability go hand in hand. “Understanding your personal style will help you buy fewer things that really suit you – and give you the tools to be more creative so you can actually get a lot more from less,” says Rule. Indyx has set its algorithm to revolutionize wardrobes and disrupt consumers’ relationship with shopping and personal style. “We built Indyx to be part of the retail ecosystem, and I believe this is the best way to drive change,” concludes Campbell.