Phia: The AI-Powered Fashion Sidekick Revolutionizing Sustainable Shopping

In an era where sustainability and smart shopping intersect, Phia emerges as a groundbreaking tool designed to transform the online fashion retail experience. Co-founded by Phoebe Gates and Sophia Kianni, Phia is an AI-driven platform that empowers consumers to make informed purchasing decisions by comparing prices across a vast array of retailers and secondhand marketplaces.

The Genesis of Phia

Phoebe Gates, daughter of Bill and Melinda Gates, and Sophia Kianni, a prominent climate activist and United Nations advisor, conceptualized Phia during their time as roommates at Stanford University. Their shared passion for fashion and sustainability led them to identify a gap in the market: the need for a streamlined, intelligent shopping assistant that promotes eco-conscious choices.

"We were both supposed to room with the same girl … and then we ended up being the only two paired together," Sophia recently told PEOPLE while promoting their new podcast, The Burnouts. "It’s been exciting to bring a vision to life that caters directly to customer needs, and combines innovation with our passion," Phoebe, 22, and Kianni, 23, said in a joint statement.

How Phia Works

Phia operates as both a mobile app and a browser extension, seamlessly integrating into users' shopping routines. When browsing online, users can activate Phia to assess whether a product's price is fair, typical, or overpriced. If a better deal exists—be it new or secondhand—Phia promptly presents alternative options, drawing from over 40,000 retail and resale sites, including eBay, Poshmark, and The RealReal.

"Phia is like Google Flights for fashion," the co-founders tell PEOPLE, promising "no ads, no endless searching." 

Empowering Sustainable Choices

Beyond facilitating cost savings, Phia champions environmental responsibility by promoting the purchase of secondhand items. By aggregating listings from various resale platforms, Phia simplifies the process of finding pre-owned fashion, thereby encouraging a shift away from fast fashion and its associated environmental impact.

"Great secondhand options exist, but they’re scattered across hundreds of websites — and no one has time to search them all," Kianni stated. 

Independent Endeavor

Despite Phoebe Gates' familial ties to one of the world's wealthiest individuals, Phia stands as an independent venture. Gates emphasized the importance of building a company based on merit and innovation, rather than relying on family wealth. "We don’t want this to be something that’s funded by my family – we want this to be a real company," she said. 

The startup has successfully secured funding from venture capital firms and angel investors, including a $100,000 investment from Soma Capital and a $250,000 grant from a Stanford entrepreneurship program. 

Looking Ahead

As Phia continues to evolve, Gates and Kianni remain committed to refining the platform to better serve users seeking both value and sustainability in their fashion choices. Their journey, chronicled in their podcast "The Burnouts," offers insights into the challenges and triumphs of launching a startup in today's dynamic landscape.

With its innovative approach to online shopping, Phia is poised to make a significant impact on how consumers engage with fashion, blending technology, affordability, and environmental consciousness into a seamless shopping experience.