PERFECT FIT: Seattle-based fashion tech start-up Fitcode has disclosed new funding.

The company’s aim is to help consumers with their denim purchases, while reducing returns for brands by teaching shoppers how to make denim selections based on fit rather than size. Shoppers take a short quiz so they can be paired with a particular fit, of which Fitcode has nine. The company then provides denim suggestions based on that fit.

The $1.8 million Series A round was led by Seattle investment firm Harvey Partners and will be funneled into new hires, an app, a plus-size offering and growing the partnership base of brands and retailers, according to cofounder and chief executive officer Rian Buckley.

“Brands lose a lot of the conversion when they sell to retailers. And then for retailers, it’s pretty cool because we can offer a unique shopping experience,” Buckley said.

The idea for Fitcode stemmed from Buckley’s time as a fit model in which she saw just how much pinning, tucking and Photoshop work went into making a pair of jeans look good for a photo.

The company’s boutique includes brands such as Seven For All Mankind, Citizens of Humanity, Hudson and Kut from the Kloth, among other designer labels. It doesn’t carry inventory nor does it handle the actual transaction. Instead, it routes shoppers who actually want to make a purchase based on their Fitcode findings to a retailer’s site.

Fitcode, which will remain in beta mode as additional site features roll out, currently has nine full-time workers.

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