[1] The Fashion was founded in 2013 by serial entrepreneurs Ida Adler-Olsen, Kasper Vardup, and Troels Knak-Nielsen.

[5] Olsen was previously a project manager at the Copenhagen School of Entrepreneurship and a partner at Echo.it, an enterprise social network startup.

[6] Vardup previously founded phone recycling company GreenWire and business incubator Startup Bootcamp.

[12][13] The site also updates in real time information from retailers such as price or amount of items in stock.

[1] It used algorithms and machine learning technology to tailor to individual users content such as the type of fashion products or styles displayed by the site.