In November 2022, we partnered with 30 amazing small businesses to launch a fashion marketplace with an unconventional design. Through this platform, we had the opportunity to reinvent the most overlooked parts of ecommerce, with real shoppers to provide feedback.  

One overlooked tool is the color filter, a flawed system that’s persisted for decades. From the beginning, we rejected this outdated method and became the first platform offering a color wheel to search any color in existence.  

People loved it, and wanted to use our color search directly on their favorite websites. But there was one problem. To make this possible, we would need to automate color tagging for brands, requiring computer vision and LLM technology. As a small team in early 2022, this approach was ahead of its time. 

So we continued to pioneer new experiences for our marketplace until recent advancements in AI unlocked new possibilities. Simultaneously, the complexity of running a marketplace spread us thin. It became clear that if we don’t put 100% of our focus into our most exceptional product, it may never see its full potential. As you can tell, we decided to go all in on Infinite Color Search—and the rest is history!