Laws of Motion builds AI sizing technology for apparel brands, predicting individual body measurements so shoppers order the right size online instead of guessing. Founded in 2017 by Carly Bigi, the company initially operated its own size-inclusive womenswear brand as a testbed for the technology before deciding, in July 2026, to sunset that direct-to-consumer line and focus entirely on licensing the sizing engine to other brands.
The system is trained on more than 2 billion body-measurement data points and integrates into a retailer's existing product pages through an API, recommending a shopper's best-fitting size per product rather than relying on generic size charts. Brands using the technology have reported roughly 20x higher conversion on size selection and up to 70 percent fewer size-related returns.
Laws of Motion targets apparel and footwear brands trying to cut return rates and improve size confidence rather than individual consumers. Pricing works on a pay-for-performance licensing model tied to the sales lift and reduced returns a brand sees, rather than a flat subscription, so exact cost depends on negotiated terms with each brand.
