Finding clothes that actually fit is a universal struggle, but it's not your body that's the problem—it's the entire fashion industry. Julia Reynolds, the retail veteran who helped bring Florence and Fred to life at Tesco, has spent her career watching consumers struggle with ill-fitting clothes while retailers battle astronomical return rates and mounting sustainability challenges.

After experiencing this frustration firsthand, Reynolds founded Rey House and its tech arm Tru-Size, harnessing the power of generative AI to revolutionize how clothes are designed and sized. The current fashion model expects consumers to fit into standardized clothing, but Reynolds flips this approach entirely: "We are trying to create clothes to fit people, not trying to find people to fit the clothes."

The numbers are staggering—UK returns alone cost retailers £7 billion annually, with 93% due to improper sizing or fit. Through sophisticated body scanning technology capturing 20,000 measurement points, Reynolds' team discovered something remarkable: human bodies naturally cluster into seven distinct shape categories, and the mythical "hourglass figure" celebrated since the 1950s doesn't actually exist in their data. Even more fascinating is how modern habits like smartphone use have created "tech neck," physically altering how clothes need to fit our shoulders.

Tru-Size's software integrates with existing design systems, allowing manufacturers to create garments specifically for real body shapes—not idealized forms. With three body shapes representing 64% of the population, retailers can dramatically reduce returns while consumers finally find clothes that fit their actual bodies. The implications for sustainability are equally profound, potentially eliminating thousands of tons of textile waste annually.

Ready to experience clothes designed for your actual body? Follow Julia Reynolds' journey as she transforms fashion one accurately sized garment at a time.