With denims getting wider and T-shirts becoming baggier, Gen-Z fashion is known to prioritise comfort, community-building, and sustainability. The generation born into a digital world thrives on e-shopping. But often, it takes one click on the ‘return’ option to send their sustainability goals down the drain, in a landfill.

Reports claim that over five billion pounds of waste is generated through returns. The problem, Roshan Raju, co-founder of start-up Imersive, believes is usually with sizing. “Brands lose over $200 billion on returns [of apparel] annually. Of this, 66 per cent returns are related to sizing concerns,” shares the Chennai-based 26-year-old, who is working on reimagining e-commerce through Augmented Reality (AR), WebXR, and Artificial Intelligence (AI). Of the three products released since the company’s inception in July last year, the most recent one provides a solution to reduce returns caused by sizing, while also enhancing and gamifying the overall online shopping experience.