In a bid to revolutionise online clothing shopping, a new startup named Doji is making waves with its innovative app that allows users to virtually try on clothes using customised avatars. This engaging approach aims to enhance the online shopping experience by integrating fun and social interaction into the process. Founded last year by Dorian Dargan and Jim Winkens, Doji’s offerings are set apart by their focus on realistic avatar representation, facilitated by advanced AI technologies.
The app requires users to take six selfies and upload two full-body photos, a process that takes about 30 minutes to create a highly personalised avatar. This detailed setup allows Doji to offer a tailored clothing selection, showcasing various styles and outfits that reflect the user’s preferences and body type. Users can also link external clothing items for compatibility checks, although the app is still developing the ability to accurately assess fit.
Following its recent launch on the App Store, Doji secured a $14 million seed funding round led by Thrive Capital, intended for enhancing its AI models. The excitement surrounding Doji is apparent, with early adopters expressing satisfaction with the app’s performance and functionality.
Dargan, who previously worked at Apple and Meta, identified the potential of avatars in fashion after observing the popularity of Lensa, a stylised avatar app. Together with Winkens, a former DeepMind researcher, they sought to create a more realistic alternative tailored specifically for the fashion industry.
The unique selling point of Doji, according to Thrive Capital’s Miles Grimshaw, is its capacity to transform shopping into a more enjoyable and interactive experience, positioning users at the centre of the process. The social aspect encourages users to share their fashion explorations with friends and family, further enhancing community engagement.
Currently operating on an invite-only basis, Doji seeks to streamline the virtual try-on process and facilitate seamless purchasing within the app in future versions. The founders believe their commitment to accurate representation and user experience will distinguish Doji from other existing virtual try-on applications. As Dargan articulates, the team’s extensive focus on core technology and design principles aims to evoke a positive self-perception through the images users engage with in the app.
With ambitions to be a leader in the fashion tech landscape, Doji is poised to bridge the gap between online shopping, personal expression, and advanced technology, making it a noteworthy player in a swiftly evolving industry. The app is currently accessible in over 80 countries, with expectations of expanding its availability and features soon.
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