From static products to systems that learn — every scan, step, and feedback loop makes the next pair better.
Why FitX
The way shoes are made hasn’t changed in decades. Big brands evolve around new models and materials.We’re rebuilding the system so footwear evolves around people — their geometry, biomechanics, and movement.
Once that loop runs, footwear stops being a product business and becomes a learning system.
The New System
The old model was built for sameness: mass runs, fixed sizes, seasonal launches.The new system is built for learning — turning every touchpoint into insight for the next creation.
Each pair you wear teaches the system — making the next one more personal, more high-performing, more you.
The Team
Our founding team bridges both sides of the industry — the factory floor and the consumer world.We’ve owned and operated manufacturing lines for over 20 years, and later built a fashion DTC e-commerce platform backed by Kleiner Perkins and Warburg Pincus.
That combination of long-term production depth and direct consumer insight gives us a unique vantage point to rebuild how products are made — and how they learn from people.
Join Us
If you’ve shaped footwear, AI, or storytelling in the past — let’s shape what comes next: a system where products evolve through people.We’re assembling a founding circle of builders, storytellers, and researchers — closing the loop between how footwear is created and how it’s experienced.
Founding roles open for leaders in AI systems, product creation, and brand architecture.
Connect
The future of footwear won’t be built alone. If our vision sparks something in you - let’s talk. We welcome collaborators, partners, and curious minds.
Email: [email protected]
Email: [email protected]
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