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About EDITH

EDITH is transforming how we search and shop online. We all want to shop responsibly, but how? Fashion overconsumption is a system driven by advertisers, search engines, and social media companies to target women and pressure them into comparison shopping to keep up with trends. In 2022 alone, 9.5 billion tons of returned products went straight to landfills. Even more alarming, 90% of fashion items are discarded within a year of purchase. The fashion industry is responsible for 2.1 billion tonnes of CO2 emissions, accounting for 10% of the world's greenhouse gas emissions. If we don't change course, by 2050, fashion could consume 25% of the global carbon budget. But the problem extends beyond environmental impact. At EDITH, we've uncovered a profound link between overconsumption, technology use, and mental health. The relentless drive for more takes a significant toll, particularly on women. 85% of all goods purchased are by women, suggesting that advertisers have a strong incentive to target women. Of the 92% of Americans accessing the internet daily, fashion advertisers target young women 3x more than men, using social media influencers as a prominent method of advertising. 88% of young women compare themselves to media images and make their purchasing decisions based on what they see. Research shows that 1 in 8 women has experienced suicidal ideation due to body image issues. EDITH's mission is to help people curate and procure items that fit their real body measurements, personal values, and aspirational goals. EDITH filters out the harmful advertising that evokes comparison, decision fatigue, and FOMO anxiety.

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