FOUNDER(S): ELLA COPE

THE COMPANY

My route into sustainable fashion was unusual:

I have a technical background, and studied engineering at Imperial College. But I’ve always been very creative, and usually have various arty projects going on at home, as well as a love for clothing and design.

I was conscious that in the engineering or tech world, fashion can be shunned as a frivolous or not ‘serious’. However, solving the huge waste problem in the fashion industry takes a true problem-solving mindset. Sustainability has always been at the centre of my career plans, and starting a business was the most tangible way I could start to make a difference.

I would now say my combination of creativity and technical ability is my greatest strength.

Holly, my first full-time hire, brings top London fashion school and industry expertise.

We’ve been working on this concept for the last 4 months, secured £130k in grant funding, and have already taught hundreds to sew.

THE PROBLEM

The fashion sector is responsible for up to 10% of global carbon emissions (UNEP), with $500 billion wasted annually due to improper reuse and repurposing of garments (Ellen MacArthur Foundation). Meanwhile, WRAP found that extending a garment's life by nine months can reduce its environmental impact by 30%. However, sewing is no longer widely taught, and 3/4 of Brits cannot sew a button (British Heart Foundation).

There is a gap in the market for a scalable, flexible and comprehensive way to learn sewing. YouTube content is often unreliable and assumes prior knowledge, while in-person classes can be costly and logistically challenging. Although paid learning platforms provide valuable content, they lack community engagement and tailored help.

 THE SOLUTION

We have built “Duolingo for sewing”. An AI-powered, gamified app that teaches users sewing skills like garment repair and upcycling through expert-led, step-by-step tutorials. Our platform uses AI technology to offer personalised learning and 1-2-1 expert support if you're stuck. The app creates a social, interactive environment by fostering a community where users can share tips, showcase projects, and learn together. Gamification elements such as badges and rewards motivate users to reach their skill development goals.

TOP TIPS

If you’re happy with what you launched, you launched too late. Get something out there as soon as you can.

ALMUNI : Imperial College London