Personalised fashion shopping startup Doji bags $14 million seed round led by Thrive Capital

Doji has raised $14 million in a seed funding round led by Thrive Capital, with continued participation from Seven Seven Six Ventures and a group of angels. It says that the cash will be used to improve its AI models.

The startup, which has been in private beta, is enabling online fashion fans to create an AI likeness, try on real products and shop their favourite looks.

In a LinkedIn post, CEO and Co-founder Dorian Dargan (formerly of Meta, Apple and YouNow), said: “Fashion is meant to be fun. But somewhere along the way, shopping for clothes online became overwhelming instead of exciting. We believe there's a better way – one that celebrates creativity and self-expression.”

“We’re building the most personal way to shop for fashion online. Create your photorealistic AI likeness and try on real clothes. Doji is designed to encourage play - helping you feel confident, explore new looks and find pieces you’ll love.

He added: “Jim (Winkens, Co-founder and CTO) and I are proud of the special team we’ve built, with rare expertise in AI research, virtual try-on, and fashion. Previously we’ve shipped products to millions at Apple, DeepMind, Meta and Shopify, and crafted iconic moments for Balmain, Alexander Wang, Vogue Italia and more.”

“Thrive brings deep expertise in AI and a rare appreciation for the heritage of fashion – we’re proud to be partnering with them. And we’re grateful to 776 for their continued unwavering support. With this new capital, we're pushing our cutting-edge try-on and personalisation models even further and expanding the team across AI research, engineering, marketing and operations. Thank you to our investors, friends and early beta testers, thank you for believing in us. It means everything.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.