Her Own Thing: Founder Studio / Early Access

Turn what
you know into
tech that
creates wealth.

You already understand fashion. Founder Studio helps you turn what you know about the industry, the customer and the problems worth solving into technology you can own.

A woman in a tailored jacket seated at a café table as a train blurs past
A woman stepping out of an office elevator carrying folders and coffee

The reframe

You don't need
to leave fashion.
You need to own
more of it.

Women working in fashion already understand customers, products, buying behavior, fit, merchandising, operations, trends and problems outsiders often miss.

That knowledge can become the foundation of technology.

The shift

Building used to be the bottleneck. It isn't anymore.

The bottleneck moved.

AI has made technology dramatically easier to build. The harder questions are now the ones nobody can automate for you.

Founder Studio is designed to help you answer those questions before you waste months building the wrong thing.

  1. 01What deserves to be built?
  2. 02Who needs it badly enough?
  3. 03What evidence proves it?
  4. 04What will someone actually pay for?

Fashion → Fashion tech

The same expertise, pointed at a different output. This is what the translation looks like.

A merchant spends 10 years learning which products move, when to mark down, and why a buy flopped. That judgment usually dies in a spreadsheet. Turned into software, it becomes an intelligence tool that helps brands predict demand and price with confidence. That's exactly the bet behind companies like EDITED, built on the instincts merchants already have.

A stylist doesn't just pick outfits. She reads a person in 5 minutes and knows what will work and why. That pattern recognition is personalization. Stitch Fix scaled it with algorithms, but the logic came straight from how real stylists think. Your eye, turned into a system, can serve thousands of customers at once.

Anyone who's worked a fitting room knows sizing is broken. Returns eat margins and customers guess between 2 sizes. Fit experts turned that frustration into companies like True Fit, which recommends sizes from purchase data. The people who understand the problem best are the ones who've pinned, altered and fitted real bodies.

Running a store or a showroom means living inside the chaos: staffing, inventory, deliveries, clienteling. Operators know exactly where the day breaks down. That knowledge becomes workflow software, tools that run the back office so teams can focus on customers. Every ops headache you've solved by hand is a feature waiting to exist.

Years on the floor or in e-commerce teach you how people actually shop: what stops them, what convinces them, what they never say out loud. That insight is the raw material for new ways to buy, from live shopping to virtual try-on. The next commerce experience won't come from a lab. It'll come from someone who watched real customers for years.

If you've traced a garment back through mills and factories, you know where the industry hides its waste. Brands are now legally required to show their supply chains, and they need people who actually understand them. That knowledge becomes traceability and sourcing software, and the people best positioned to build it already speak the language of production.

Tap a row to see where it leads

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What it does

You bring the expertise.
Founder Studio helps you
find the opportunity.

Founder Studio guides you through turning domain knowledge into an evidence-backed technology concept: a real problem, a real customer and a reason to believe it's worth building.

A hand with red nails pressing a brass elevator button
  1. 01Explore
  2. 02Find the pattern
  3. 03Focus
  4. 04Validate
  5. 05Design
  6. 06Build

The difference

Don't start with
an app idea.
Start with evidence.

Founder Studio is built around understanding real problems, researching the market, talking to potential customers, finding patterns, validating demand and deciding what deserves to be built before you commit significant time or money.

AI made building easier. It didn't make knowing what to build easier.

A woman holding stacks of files, a phone handset and coffee cups
A woman in a polka-dot blouse crouched with a laptop against a wood wall

Who she is

She already knows
something valuable.

  • /Has spent years becoming good at something
  • /Understands an industry from the inside
  • /Notices problems outsiders overlook
  • /Wants to move beyond contributing to someone else's company
  • /Wants to create something she owns
  • /Is curious about technology but doesn't call herself technical

For this first launch, Founder Studio speaks most directly to women working in fashion, retail, styling, merchandising, buying, e-commerce, design, brand and operations.

Anaïs Devereaux

The founder

I majored in fashion design and fashion marketing, then built a career on the bridge between design, product strategy and technology.

I studied at Parsons and Academy of Art University, then moved into UX product design. While at JPMorgan Chase, I built a fashion tech startup from my own understanding of the sizing problem, paused it, and took what I'd learned into fintech.

Now I build in fintech, study fashion-tech, and teach the method I use professionally. Founder Studio is that method, rewritten for women with expertise and no permission slip.

Product strategist and designer · MIT Sloan Executive Education · Formerly JPMorgan Chase

Early access

The next fashion-tech company might already be in your head.

Founder Studio is being built to help you find out.

Be first to hear about early access, founding-member opportunities and the first Fashion → Fashion Tech experience.