WhereToGet.It Is ‘the Shazam of Fashion’

The site crowdsources clothing

Ever been dying to know where a character on your favorite TV show got his or her outfit? WhereToGet.It is here to help.

The site—which Business Insider calls “the Shazam of fashion”—uses crowdsourcing to identify the brand of a specific article of clothing. You post a photo of the item on the WhereToGet.It site, and other members post similar pictures and comment on it. When you’ve located the piece of clothing, you can buy it (and the site gets an affiliate fee). Even with its current user base of only 1,500 members, it works surprisingly well.

WhereToGet.It has now officially launched after several months in beta. The site is a three-person startup, and the founders also run the community fashion site Hypeed (sort of like a sartorially minded Tumblr), which currently has 4,000 users and a partnership with French Vogue.

@adweekemma emma.bazilian@adweek.com Emma Bazilian is Adweek's features editor.