Phia

Overview

Phia is a digital fashion platform co-founded by Phoebe Gates and Sophia Kianni in 2023. Based in New York City, the venture aims to revolutionize the fashion retail experience by integrating sustainable practices into online shopping. The company has raised $850,000 in funding, attracting investment from prominent figures like Kris Jenner and Desiree Gruber. Phia provides an AI-powered app and browser extension helping consumers find the best prices for fashion items through both new and secondhand options.

Recent Developments

April 2025: Phia officially launched its app, highlighting its capability to compare prices across 40,000 online retailers, focusing on promoting secondhand shopping to reduce waste and encourage sustainable consumer habits.
April 2025: Phoebe Gates, in collaboration with media outlets, shared insights on her entrepreneurial journey, emphasizing independence from her family's wealth in building Phia.
March 2025: Phia announced its flagship podcast, "The Burnouts," co-hosted by Gates and Kianni, which offers a candid look at their entrepreneurial journey.
Early 2025: The founders utilized AI tools, including ChatGPT, to optimize Phia’s marketing strategies by analyzing what makes video content go viral.

Attribute	Information
Founding Date	January 2023
Headquarters	New York City, USA
Founders	Phoebe Gates, Sophia Kianni
Revenue	Not publicly disclosed
Profits	Not publicly disclosed
Key Investors	Kris Jenner, Desiree Gruber
Industry	Digital Fashion Retail
Number of Employees	Approximately 10

Early History

Phia began as an idea developed by Phoebe Gates and Sophia Kianni while they were roommates at Stanford University. Identifying a gap in the market for smarter and sustainable shopping solutions, they conceptualized Phia to streamline the online shopping experience. Despite initial challenges in securing investment, Gates' determination resulted in raising sufficient funding without relying on her family's fortune, driven by a commitment to establishing her independent entrepreneurial identity. Their combined passion for fashion and sustainability laid a strong foundation for the venture.

Company Profile and Achievements

Phia stands out in the fashion tech industry by offering a tool that aggregates prices from various e-commerce and resale platforms. It integrates a simple "Should I Buy This?" feature which utilizes AI to analyze current market trends and the resale value of fashion items. Significant achievements include:

Launching the app and browser extension, enabling users to compare prices of fashion items.
Securing partnerships and investments from influential figures in the fashion and media industries.
Collaborating with nonprofits and thought leaders to promote sustainable fashion ideals, emphasizing eco-friendly consumer practices.
Developing robust AI capabilities for better consumer decision-making.

Current Operations and Market Position

Currently, Phia’s operations focus on expanding its user base and refining its pricing comparison algorithms. The app aims to capture the young, eco-conscious demographic by emphasizing transparency in pricing and the environmental impact of fashion choices. With strong backing, Phia seeks to challenge established players by prioritizing ethical consumerism and providing a platform that blends fashion with sustainability.

Phia Fashion

With a focus on sustainable fashion, Phia leverages its tech to appeal to Gen Z consumers, who are increasingly prioritizing environmental impact in their shopping habits. The platform incorporates a vast database of secondhand products, tapping into the quickly growing market for pre-owned fashion items.

Phia Company Phoebe Gates

Phoebe Gates, leveraging her unique background and educational experience, has positioned Phia as a transformative tool in the fashion industry. Her leadership reflects a blend of technological acumen and a dedication to social issues, setting a standard for future fashion tech entrepreneurs.

Phia App

The Phia app offers a seamless user experience, providing real-time price comparisons across both new and used fashion items. It is available on iOS and as a browser extension for Chrome, showcasing user-friendly features aimed at enhancing shopping efficiency and ethics.

Conclusion

Phia’s emergence in the digital fashion space highlights a shift towards integrating sustainability with technology to transform consumer behavior. By providing innovative tools for price comparisons and focusing on secondhand items, Phia addresses significant market needs while setting new standards for environmentally responsible retail. As it continues to grow, Phia is poised to influence consumer habits and drive lasting change in the fashion industry.