Virtual 3D Fitting Room Making Online Shopping More Sustainable

What challenge or problem are you aiming to solve with your idea/startup?
Today, 53% of all returns in the fashion industry are driven by issues related to size and fit. This creates a significant financial burden for brands and globally results in 24 million tons of CO₂ emissions annually due to return logistics.

With UTRY, we aim to challenge the outdated sizing chart. We combine AI-based Virtual Try-On (VTO) with an intelligent sizing algorithm, enabling consumers to see clothing on their own body and receive a precise size recommendation. Our vision is to create a personalized shopping experience for everyone—eliminating guesswork, increasing conversion rates for brands, and significantly reducing the industry’s climate footprint.

How has the AAU Startup Grant contributed to your development?
The AAU Startup Grant has been a crucial catalyst for UTRY. The funding has allowed us to accelerate the development of our MVP and cover necessary software and operational costs in an early phase. Beyond the financial support, the grant has provided essential validation and peace of mind, enabling us to focus 100% on building our technology and securing our first pilot partners.

What are your next steps?
We have just launched our Virtual Try-On as a Shopify app, and our next major milestone is the launch of our sizing algorithm. In addition, we are working to onboard more pilot partners so we can further test and validate our software.