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A Danish app inspired by Cher from Clueless raised €600K to solve wardrobe issues

Photo Credit: CAPSULE

No matter how many trends we adopt, stylists are aware that we only wear 20% of our wardrobe items 80% of the time.

A popular wardrobe app called CAPSULE helps women overcome their everyday wardrobe challenges with a creative tool for combining, saving, and planning clothes. Now the Copenhagen-based app has raised €600,000 in a seed funding round backed up by serial investors UNICO CAPITAL, Martin Lykke Suhr, and The Aventures.

With this funding, the startup plans to make inroads into the United States to grow its presence in bigger markets. The founders are also planning to apply for the Y Combinator program.

The digital wardrobe app that helps women overcome their everyday wardrobe issues has already received 3M views on TikTok and the company claims to be growing with at least 1,000 users per week, the app has already been downloaded 18.000 times since launching two months ago.

Despite the fact that the concept was questioned repeatedly prior to debut, the CAPSULE app now has thousands of users from over 118 countries worldwide and over 135,000 pieces of apparel posted to the app, the company said in a statement.

“We have often talked about the fact that if “clothing crisis” were a primary male issue, then it would have been solved a long time ago. There are a lot of reasons why we think that, but the main reason is that the majority of entrepreneurs and investors are men, which makes it hard to solve female problems as they are often neglected,” Louise Linde explains.

“I had no doubt that the GenZ generation would commit to this new app-based fashion universe and take it viral. With any other start-up, the success will come down to the individuals, so when I met the 3 founders, who all blew my mind with their level of energy and passion, I knew UNICO Capital had to join CAPSULE on their journey,” says private investor, Tine Hjortekær-Jensen from UNICO Capital.

“Investing in a female-founded startup is not just about supporting gender diversity, it’s about investing in a smart product with a promising future. We have full trust in the founding team and we are excited to see them thrive in new markets,” says Patrick Theander from the VC fund The Aventures.

Louise Linde, Nadia Wabra, and Emilie Seegert launched CAPSULE in December 2021. Users of CAPSULE can see each other’s wardrobes and where their products are from, making it simple to acquire the objects and be inspired by others.One can also use the app to look through your friends’ closets and see whether you want to borrow anything.  The CAPSULE app is available for download from the App Store and Google Play.

The CAPSULE app was inspired by the digital wardrobe of the main character Cher in the 1995 film Clueless. Cher in Clueless can swipe through her clothes and mix and match different items to create new outfit combinations without ever opening her wardrobe door. The founders derived the idea from this  which is basically a simple method to design ensembles without destroying your closet.

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