Judith Omoregie & Elizabeth Blege
Founders of EFITTER and The FIT
Judith and Elizabeth / Photography by Priscilla Boateng
Judith and Elizabeth have built their tech company, EFITTER, through social media and the UK’s first fashion, innovation and tech podcast, The FIT.
Almost two thirds of UK women return their clothes because of poor fit, and every time items are returned it contributes to the fashion industry’s already substantial waste production, their company aims to solve this problem by helping women shop according to their body type and size, reducing returns and waste.
How was the idea born?
“I had the experience of having to return sizes all too often,” explains Judith, “The idea came from a place of - ‘if there was something that could solve this problem, I would use it.’ When I spoke to Elizabeth it was about having her as a co-host on the podcast and that’s how we started the business together.”
You have just finished beta testing. What have you learned from the product testing experience?
“The biggest learning has been in looking at the way consumers shop,” explains Elizabeth. “We are so irrational, which is why we do things like buy multiple sizes with the intention of returning them. It’s inconvenient, but we do it anyway.”
Part of bringing consumers on your journey is educating them. What prompted that decision?
“Helping consumers realise that the convenience of fast fashion comes at a cost. We understand that it’s cheaper and easier, but these are the things that you should know. We’re not trying to control how you shop. Conscious and sustainable fashion is very subjective. My sustainable lifestyle is not yours, but if it’s in the back of your mind it can better inform your decisions,” says Judith.
Elizabeth adds: “When people shop it’s not that they haven’t thought about what they’re doing, it’s that they haven’t thought about the implications. We’re using this opportunity to say here you can learn a little bit more about the implications, and if you do want to change, here’s a product that can help.”
What are your hopes for the fashion industry?
“Firstly, to pay the garment workers what they deserve. Ideally, a fair and equal supply chain would be the goal for the industry,” says Judith. “And on the consumer side, landfill waste needs to reduce through a more conscious approach to shopping.”
“The fashion industry is far reaching. You’ve got people manufacturing, people who are sourcing materials, people who make the clothing. Every decision we make impacts all of these people,” Elizabeth explains. “So, one goal would be to encourage mindful consumption. A second would be to shift the focus early in the supply chain and see how we can help businesses be more sustainable.”
What’s next?
“Getting the product out there and trying to raise funding,” says Judith.
And for Elizabeth, “Hiring technical staff and getting revenue from the product. What’s next in the long-term would be figuring out additional products and how to be a household-name brand.”
Interview by Yasmina Silva
