It all started with the "Return of the Wedding Shirt" story where CEO and Co-Founder Jonas Jæger bought one shirt in three different sizes as he was unsure which one fit. What is a typical moment in shopping that many share and do not think anything more of, for Jonas this had deeper implications. He thought that there surely has to be a better way than feeling this frustration every time you shop for clothes online. And it is this thought that was the beginning of the company. With CTO William and Lead Developer Jens joining in on the idea, UTRY was born.

Today, UTRY has grown from the founding trio to a daring seven who are all dedicated and believe that it is time to fix and be part of the future of shopping, not just patching today's return rates. We're building technology that helps people see how clothes actually fit on them, and not just gambling with over glorified filters. This also helps brands reduce losses on margins, time, and the climate footprint to size related returns.

For shoppers, UTRY means you can try on digitally instead of playing Russian Roulette with your clothes. For brands and retailers, it's a way of reshaping anxiety into confidence, with fewer packages coming back because of size and fit, and more customers feeling good about keeping what they buy.

Behind the stage, we are working on combining virtual try-on with an upcoming sizing algorithm so that one profile - one UTRY ID - can travel with the shopper across partner shops. The goal is "Online-Click Fit": the single, simple interaction that answers "does this work on me" and removes the mental load of comparing charts, reviews, and guesses on every product page. We call it the future of shopping because no one else is quite trying what we are.

If you're a fashion brand or retailer that wants to be a part of change, we'd be happy to talk. Connect with us here on LinkedIn or visit utry.dk to explore pilots, partnerships, or a demo. 



UTRY

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UTRY

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