Hot fashion website EDITD is one of the coolest new projects on the Tech City scene. Here’s what they’re all about…

It’s been a busy month for EDITD co-founders Julia Fowler and Geoff Watts. Not only has the team launched a re-designed website and moved into new offices in Tech City, they’ve been busy raising $1.6 million of seed funding. The funding was led by Index Ventures and will be used to expand the company’s product line, enter new markets and expand the team globally.

EDITD connects fashion, luxury and apparel people with data they need so they can make better decisions; there’s no better example of a company that embodies the mix of fashion, design and technology that makes East London special.

Former fashion designer Julia and self-proclaimed data nerd Geoff, founded EDITD in London in 2009. They started the company because Julia was frustrated at having to guess rather than know what’s going to sell in the fashion business, particularly considering how much information is now available online. Geoff’s expertise in building technology with big data helped quite a bit too.

With half of all garments in the US being sold at a discount, EDITD spotted a clear opportunity to help close the gap between what the industry is producing and what consumers want to buy, helping brands and retailers streamline the buying process and maximise profits.

Many major fashion brands still depend on manual analysis from consulting firms to gather information on consumer buying habits, trends and competitor moves. EDITD, however, automates this process by organising the wealth of information that can be found online by scanning blog posts, Tweets, Facebook and the Internet in general to find what’s selling, what’s being talked about, what isn’t being talked about, and what will be the next big thing.

EDITD analyises more than 300,000 opinions every day, and fortunately for the less sartorially savvy amongst us, they’ve just launched the EDITD 20, a weekly chart highlighting the clothes and accessories with the most attention across the web.