What is Phia?
Think of Phia as the “Google Flights” for fashion. It compares prices across more than 40,000 retail and secondhand websites, including The RealReal, Vestiaire Collective, ThredUp, StockX, eBay, and Poshmark. Whether you’re eyeing a Louis Vuitton bag or a pair of Nike sneakers, Phia helps you find the best price available.
The app’s standout feature, “Should I Buy This?”, analyses prices to determine if an item is overpriced, typical, or fair. If it’s overpriced, Phia suggests better-priced exact matches or similar alternatives, ensuring you never overpay.
How it works
Phia is available as a free iOS app and a Chrome browser extension. Once installed, it integrates seamlessly into your online shopping experience. While browsing, you can click the “Should I Buy This?” button to get instant price comparisons and recommendations. The app also allows you to favourite items, build collections, and tailor recommendations based on your size, preferences, and shopping behaviour.
The story behind Phia
Phoebe Gates and Sophia Kianni conceived the idea for Phia as roommates at Stanford University. Bonding over their love for fashion and frustration with the fragmented secondhand shopping experience, they decided to create a solution. “We both loved secondhand shopping but found it so difficult to compare across different websites,” Kianni said.Their mission is to simplify online shopping, making it less expensive and more efficient for users. By aggregating listings from leading resale partners and providing instant price insights, Phia aims to help customers make smarter, faster decisions with their money.
Phoebe Gates and Sophia Kianni were determined to build Phia on their own terms, without leaning on family fortunes. They kicked off their funding journey with $100,000 from Soma Capital and a $250,000 grant from Stanford’s social entrepreneurship program. After facing several rejections, their perseverance paid off when they secured an additional $500,000 from angel investors, including high-profile names like Kris Jenner and Spanx founder Sara Blakely. This diverse backing not only provided financial support but also brought valuable industry insights, underscoring Phia’s commitment to innovation and sustainability in the fashion tech space.
With a viral Call Her Daddy interview under their belt and their own podcast ‘The Burnouts’ now live on Alex Cooper’s Unwell Network, Phoebe Gates and Sophia Kianni are playing the media game to perfection. From candid career chats to startup real talk, they’re turning their personal brand into business gold – and we’re here for it.
Why it matters
In an era where sustainable fashion is more important than ever, Phia offers a tool that not only saves you money but also promotes eco-conscious shopping. By making it easier to find and compare secondhand options, Phia encourages a shift away from fast fashion and towards more sustainable choices.
Want to get in on the fun? Download the app on iOS or add the extension to your browser. Happy (sustainable) shopping!
Imagery: @pheobegates / @phiaco
