Finery co-founders Brooklyn Decker and Whitney Casey, in an attempt to create the ultimate virtual closet, confronted the issue that caused all the versions that came before them to fail: They removed as much manual work as they could. For inspiration, Decker and Casey looked to similar life-simplifying apps for other industries, like Mint for finances and TripIt for travel itineraries (rather than the idealistic “Clueless” closet other virtual companies have claimed to build). From there, they spent a year and a half building proprietary technology with a team of coders that can pull together every wardrobe-related online purchase a user’s made by combing a linked email inbox for receipts. Decker joined the Glossy Podcast to talk about Finery’s obstacles, goals and future potential. Edited highlights below.

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