Fashion & Founders The Podcast · Victoria Smith

The Clueless Closet App with 10 Million Users: Whering with Founder Bianca Rangecroft

·40 min·1 clip

I quit two weeks before my associate promotion... The tech is going to just be right. The market is ripe.

Victoria Smith keeps the setup brisk. She introduces Bianca Rangecroft as the founder of Whering, a UK-based digital wardrobe app with 10 million users worldwide. The pitch is practical: users do not have to photograph every piece, since they can upload links or pull from a database of millions of products. That bit of friction matters. The conversation keeps returning to a useful tension in fashion tech: help people get dressed, but do not let the tech flatten the fun and taste out of it. Bianca pushes back on prescriptive styling. Rather than using AI to build outfits, she describes a setup where other users, and sometimes professional stylists, style looks from what someone already owns. Victoria catches the Instagram behavior right away. Flat lays and outfit accounts make Whering's social styling idea feel pretty natural. The origin story is the good messy part. Before the app existed, Bianca went into potential users' homes, put wardrobes into a fake Instagram grid, labeled pieces in captions, and built looks in highlights. PowerPoint did the early heavy lifting because, coming from banking, that was the tool she knew. The founder lesson lands without needing much polish: early versions can be awkward, handmade, and still useful. The social layer sounds sticky too. Bianca says friends styling you changes the product, because great taste does not only come from professional stylists. The close stays casual, with pointers to Instagram, LinkedIn, the App Store, and TikTok, plus a note on how following and styling people inside Whering helped the team understand some of its biggest super users.

As heard by us

A scrappy fashion-tech founder story about building a wardrobe app people actually use.

Bianca Rangecroft anchors this episode, and Wearing comes through as a UK-based wardrobe app with reach well beyond the UK. The strongest material is the product detail: users can paste in a link or pull from a database of millions of products, and outfit ideas can come from…

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Why you'd press play

For when your closet feels full but outfit ideas still stall.

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