This Digital 'Mirror' Measures Every Aspect of Your Body, Making It Easier To Try On Clothes Online

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

Toli 360 measurement machine
Photo by Decerry Donato

Online shopping surged in the past few years and nowadays some may feel trying on clothes in stores takes too much time. But too often, purchasing clothes on the internet can lead to making multiple returns because let’s face it, it’s not always easy to ensure the items fit properly.

Former New York lawyer Lenny Adams knows how difficult it is to shop with time constraints. Most of his day is spent in the office, and Adams wanted a solution. That’s why he created Toli 360, a retail mirror that has the ability to measure an item of clothing on any individual and body type.

Here’s How It Works:

First, the shopper stands on a turntable that performs a complete 360 degree measurement of the body. The platform measures every centimeter of the individual, then weighs and photographs the body (over 200 images taken) using four high definition cameras. This all takes place in less than 30 seconds.

Toli 360 example of a person's measurements

Photo by Decerry Donato

Once the process is complete, a digital version is produced, allowing the shopper to try on clothing in the mirror and see how it will fit, drape and cling on their body. Every person that goes through the full body process will also have the option to view the digital version on the app at no additional cost.

When the customer is ready to shop, Toli will redirect them to the brand’s website. Adams said that they do not hold inventory—Toli will act as a marketplace where customers can buy clothing and accessories.

Founded in 2016, Adams’ vision came to life and he decided to step away from his law practice and put 100% of his time into building Toli 360. The fashion tech startup also partnered with Oracle earlier this year to help with data protection and cloud computing assistance.

Toli 360 expects to open its first retail location in 2023. The location has not been determined, but Adams said they are looking to place a store in a higher end shopping mall.

Once the physical location opens, customers will be able to walk in and use one of the mirrors for a full body measurement and then shop from the comfort of their phone. The app will store each person’s specific measurements and allow them to walk away and shop from anywhere. If the customer feels their body type has changed (weight loss or gain, for example), they can come back to receive an update of their measurements. The physical location will have several mirrors lined up in addition to a gallery so customers can feel the fabrics of the items they plan to purchase.

Earlier this month, Toli inked a deal with five different fashion brands from high end to streetwear and lifestyle. Adams did not disclose any of the names, but he did say that they were all highly recognizable brands.

“They each wanted to carve it out for their sector of fashion,” Adams told dot.LA, “The foundation is all the same, but in terms of what to do with it, I like seeing all designers and brands have a different idea of implementation for it.”

Toli 360 founder Lenny AdamsCourtesy of Toli 360

Aside from Toli’s other capabilities, Adams confirmed the mirror’s four built-in cameras can also be utilized for creating TikToks and recording YouTube videos.

As someone who enjoys buying clothes, Adams said that Toli’s mission “is about ushering in the next generation of fashion retail and part two of that is to bring the world's largest mall into your living room.”

Adams believes that the model of fashion retail will benefit greatly from this technology, especially because we’ve been buying clothes in the same way for the last 50 years.

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Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

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Here's What To Expect At LA Tech Week

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

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PCH Driven: Director Jason Wise Talks Wine, Documentaries, and His New Indie Streaming Service SOMMTV

Jamie Williams
­Jamie Williams is the host of the “PCH Driven” podcast, a show about Southern California entrepreneurs, innovators and its driven leaders on their road to success. The series celebrates and reveals the wonders of the human spirit and explores the motivations behind what drives us.
Jason Wise holding wine glass
Image courtesy of Jason Wise

Jason Wise may still consider himself a little kid, but the 33-year-old filmmaker is building an IMDB page that rivals colleagues twice his age.

As the director behind SOMM, SOMM2, SOMM3, and the upcoming SOMM4, Wise has made a career producing award-winning documentary films that peer deep into the wine industry in Southern California and around the world.

On this episode of the PCH Driven podcast, he talks about life growing up in Cleveland as a horrible student, filmmaking, Los Angeles and his latest entrepreneurial endeavor: A streaming service called SOMMTV that features–what else?–documentaries about wine.

The conversation covers some serious ground, but the themes of wine and film work to anchor the discussion, and Wise dispenses bits of sage filmmaking advice.

“With a documentary you can just start filming right now,” he says. “That’s how SOMM came about. I got tossed into that world during the frustration of trying to make a different film, and I just started filming it, because no one could stop me because I was paying for it myself. That’s the thing with docs,” or “The good thing about SOMM is that you can explain it in one sentence: ‘The hardest test in the world is about wine, and you’ve never heard about it.’”

…Or at least maybe you hadn’t before he made his first film. Now with three SOMM documentaries under his belt, Wise is nearing completion of “SOMM4: Cup of Salvation,” which examines the history of wine’s relationship with religion. Wise says it’s “a wild film,” that spans multiple countries, the Vatican and even an active warzone. As he puts it, the idea is to show that “wine is about every subject,” rather than “every subject is about wine.”

For Wise, the transition to launching his own streaming service came out of his frustration with existing platforms holding too much power over the value of the content he produces.

“Do we want Netflix to tell us what our projects are worth or do we want the audience to do that?” he asks.

But unlike giants in the space, SOMMTV has adopted a gradual approach of just adding small bits of content as they develop. Without the need to license 500 or 1,000 hours of programming, Wise has been able to basically bootstrap SOMMTV and provide short form content and other more experimental offerings that typically get passed over by the Hulus and Disneys of the world.

So far, he says, the experiment is working, and now Wise is looking to raise some serious capital to keep up with the voracious appetites of his subscribers.

“Send those VCs my way,” Wise jokes.

Subscribe to PCH Driven on Apple, Stitcher, Spotify, iHeart, Google or wherever you get your podcasts.

dot.LA reporter David Shultz contributed to this report.

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