Hub Spotlight: Outfitted

Posted on Tuesday, March 23rd, 2021

Written by The John F. Wood Centre For Business and Student Enterprise

University of Guelph undergraduate students James Romain and Graham Anderson are co-founders of their own company, Outfitted. Outfitted is a service that offers a completely customizable and catered clothing experience. Their end goal is to develop an app that utilizes Artifical Intelligence (AI) to create a style profile to provide you with clothing pieces that match your interests. 

We sat down with James and Graham to get the inside scoop on how they started Outfitted and what they hope to get out of the Hub Incubator Program!


How did you come up with Outfitted?

Clothing and style have always been a passion of ours. The idea for Outfitted occured on a cold March morning last year, when I couldn't decide what to wear that would look good and be fit for the weather. It was then that I thought, what if there was an app that could help you dress the way you want, but also for the weather. The idea slowly pivoted to where we are now, which is a service that helps the user find clothing pieces that fit their budget as well as match their style and other pieces in their wardrobe.  

What motivated you to take the next step and apply to the Hub?

In our company's infancy, we joined an Incubator program in our hometown and were disappointed as it didn't exactly match the direction we wanted to go as well as the support we needed, so we decided to look at other options and that's when we found the Hub. After applying and getting accepted into the Hub, we noticed an immediate difference in the energy around us, and the sheer willingness to better each other day in and day out. They have some of the best support staff, Tyler and Harrison have been instrumental in our success, and were even giving us feedback and guidance before we were accepted! The Hub has bridged the "covid gap" preventing us from networking and working with other like-minded entrepreneurs, and the mentors that continue to help guide us on our journey. It's hard to imagine going through this journey without them!

What do you hope to get out of the Hub?

When we started the Hub program, our main goal was to gain important experience and knowledge on how to start and run a successful startup from the ground up. The resources the Hub has to offer have been incredible and we have been able to implement them into our practices. Another huge piece of what we hope to get out of the Hub is the ability to work and collaborate with like-minded entrepreneurs as well as mentors. They have helped tremendously as we grow and explore what entrepreneurship actually entails.  

Do you have any advice for someone with a business idea in mind, but are not sure what to do next?

We know that having a great idea is the easy part but acting on these ideas takes courage. Some of the best advice we can give someone in this position is to step out of your comfort zone and try something you have never done before.  You’ll never know unless you try so go out there and give it a shot and fail a million times. You only have to get it right once!

To learn more about their business check out their website.  


Housed within the John F. Wood Centre for Business & Student Enterprise (Wood Centre), the Hub is a business incubator designed to support early-stage business ideas with high-potential, but unproven business models. The goal of the Hub is to provide University of Guelph students (undergraduate and graduate) and alumni the opportunity to build a successful business enterprise in a supportive learning environment.

The Hub has a tiered program that ensures a good mix of start-up companies at varying stages of growth. “Hub Start” is for ventures still getting their idea off the ground. These ventures typically have a great team and a great idea, but still have not demonstrated product-market fit with traction. “Hub Build” is for ventures with traction looking to refine their business model and/or scale.

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