True Fit sizes clothes for Lucy & Yak shoppers

  • February 21, 2024
  • Steve Rogerson

Massachusetts-based AI platform True Fit is helping independent British clothing brand Lucy & Yak decode size and fit to connect customers with its products digitally.

Best known for its signature dungarees, joyful clothing and vibrant lifestyle products, Lucy & Yak designs and manufactures colourful and bold clothing with comfort in mind. It aims to promote sustainability and circularity within the fashion industry, using responsibly sourced materials and promoting more sustainable choices through its circularity initiatives.

Having already opened seven UK stores in Brighton, Bristol, Cambridge, Norwich, Nottingham and Manchester, it recently expanded its estate with the opening of its Cardiff store last year. Featured in the Sunday Times’ 2023 list of 100 fastest growing privately-owned UK firms for the third year running, it has garnered a combined social following of over 900,000 and a community of 75,000 members in owned Facebook groups, as well as over 50 million views of the #LucyandYak hashtag. As well as growing rapidly in the UK, Lucy & Yak is eying expansion into the USA as part of its globalisation plans.

“Lucy & Yak exists to spread joy by creating clothes for as many bodies as we can and for people to feel seen and uplifted by them,” said Lucy & Yak co-founder Lucy Greenwood.

This commitment to inclusivity means building confidence into every shopper’s buying journey so they can easily find the perfect fit, every time, whether they are discovering the brand for the first time or are a returning shopper buying in a new category or style.

With US expansion on the horizon, and the expansion of its fit options to include petite and tall sizing, Lucy & Yak sought to partner with size and fit technology with the global scale and dataset that could match its ambitions.

It selected True Fit to increase conversion, reduce returns and build loyalty. Lucy & Yak will leverage True Fit’s AI, connecting cross-market data from over 82 million shoppers and 20,000 brands, to get its customers into the right size based on their preferences.

“Enabling our shoppers to find the right size and fit, first time, is such an important part of our online buying journey,” said Sue Butterworth, head of technical and compliance at Lucy & Yak ( “We want our customer experience to be easy, and for all customers to feel supported and confident when shopping our ranges, which is especially important when expanding into new locales or adding new sizing categories. By partnering with True Fit, we not only unlock recommendations based on millions of datapoints to improve fit assurance and enhance customer experience, but we’re confident that this will reduce returns, helping us operate more sustainably – one of our core brand values – by removing some reverse logistics emissions.”

Jessica Arredondo Murphy, COO at True Fit (, added: “We could not be prouder to partner with Lucy & Yak, a brand that exudes joy with its playful prints and fun vibe. We are honoured to be the fit partner of choice, guiding women of all shapes, across Lucy & Yak’s entire sizing range.”