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We're here for all of you
For so many people, it feels too damn hard to find and keep clothing that fits in all the ways that really matter. So we’re doing something about it.
Phoria is a platform to help people find what fits their bodies, their style, and their priorities—and how we can support each other in that journey.
Unlike most online shopping experiences, we center the needs of plus-size women, nonbinary, and trans people and prioritize supporting clothing brands focused on sustainability, ethics, and inclusion.
Phoria is a platform to help people find what fits their bodies, their style, and their priorities—and how we can support each other in that journey.
Unlike most online shopping experiences, we center the needs of plus-size women, nonbinary, and trans people and prioritize supporting clothing brands focused on sustainability, ethics, and inclusion.
Our Purpose
Phoria is a benefit corporation, which means we've legally required ourselves to consider the interests of all our stakeholders—customers, employees, the planet, and our shareholders (usually the only required priority for a corporation).
Our specific public benefit purpose is to reduce people’s dependence on buying mass-produced items made in unsustainable ways and to use human-centered business models to boldly challenge economic systems of inequity.
Put more simply: we want to help more people get what they need in a way that stops harming the planet and each other.
Our specific public benefit purpose is to reduce people’s dependence on buying mass-produced items made in unsustainable ways and to use human-centered business models to boldly challenge economic systems of inequity.
Put more simply: we want to help more people get what they need in a way that stops harming the planet and each other.
Who We Are
Nico Herzetty
(they/them)
Founder, CEO, & Doer of All the Things
The primary person behind Phoria, Nico is a queer, nonbinary, (c)hunky babe with a style they usually describe as “comfy mechanic,” "European Jack Black," or “hot Robin Williams summer.” They’ve worked in tech since 2011, primarily focusing on marketplaces and software for small businesses.
They like cooking multiple things at once, napping anywhere/anytime, and trying new masochistic sports.
They like cooking multiple things at once, napping anywhere/anytime, and trying new masochistic sports.
Emma K Clark
(she/they)
Creative Director & Brand Slut
If it looks good, it’s because Emma touched it. She’s passionate about visual development, brand marketing, and illustration. Emma is a queer, plus-size woman who describes her personal style as “soft goth tomboy.”
She spends her free time watching anime, starting (and maybe even finishing) a new home improvement project, and begging her chocolate lab to stop screaming at her.
She spends her free time watching anime, starting (and maybe even finishing) a new home improvement project, and begging her chocolate lab to stop screaming at her.
Paul Herzetty
(he/him)
Chief Encourager
A long-time Googler and the most detail-oriented person in the vicinity, Paul is our trusted sounding board, QA tester if we tell him we're launching something, and cheerleader. He wouldn’t describe his personal style, but we’d say it’s “golden retriever chic.”
You can find him playing wheelchair basketball, identifying butterflies, and talking about his dogs.
You can find him playing wheelchair basketball, identifying butterflies, and talking about his dogs.
How We Work
Companies should be judged by the impact they have on the world, and how they go about making that impact matters. Company culture—and values in particular—directly shape the work teams put into the world. Here’s how we think about our way of working.
Question the status quo
We wouldn’t be here if an existing system worked well—and while we should understand common practices, we should also understand when they help or hurt our specific endeavors.
Strong opinions loosely held
It’s valuable to have a perspective (informed by facts) that cultivates a bias to action, and it’s equally important that we seek and respond to new information thoughtfully and strategically.
Practice Shine Theory
Success is not a limited resource and we won’t compete like it is; we all benefit from supporting and investing in one another's growth.
People over profit
Profit matters because people matter, not the other way around. People should benefit from the value of their labor, but they are not defined by it.
Do the next right thing
We won’t always know all the right next steps or even a full picture of the end goal, but rather than spinning our wheels, we’ll look for a good step forward and trust we’ll be able to find the right direction.
Imperfection is human
Chasing perfection is the enemy of progress. We value “doing better” over “being best” and embrace the fact that mistakes will be made—and learned from.
Land or learn, not win or lose
A win/lose mindset doesn’t benefit anyone. With everything we launch, our focus should be on how it lands with the people it’s made for and how effectively it accomplishes those goals. When it misses the mark, our job is to get curious about why.
Where you've seen us
We love our size-inclusive, sustainability-minded community. Check out where we've been featured:
How We Make Money
Creating and maintaining this platform costs money, and we want it to be self-supporting so we can be here for the long haul.
Phoria is bootstrapped by founder Nico and partner Paul plus a small but mighty group of Plus Patrons who send us a bit of money each month in exchange for early access to new features.
Phoria is bootstrapped by founder Nico and partner Paul plus a small but mighty group of Plus Patrons who send us a bit of money each month in exchange for early access to new features.
Where We Work
We're grateful to live and work in the Saratoga Gap area of Northern California, where the Tamien Nation is the traditional land caretaker. The Tamien Nation continue to have a relationship with the land—one of deep respect, agreement and reciprocity to help maintain balance.
We recognize that we benefit from living and working on their homeland. We pay our respects by acknowledging the Ancestors and Relatives of the community and by spending time in stewardship to this place.
We recognize that we benefit from living and working on their homeland. We pay our respects by acknowledging the Ancestors and Relatives of the community and by spending time in stewardship to this place.
Let's keep a good thing going
The best way to support our work is to use Phoria and tell us what else you need! You can also follow us on TikTok, Instagram, or Facebook. And, of course, sharing Phoria far and wide makes it better for all of us.
Have another idea? Send us an email at hello@phoriafits.com and let’s put our brains together.
Have another idea? Send us an email at hello@phoriafits.com and let’s put our brains together.
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What we're about
Phoria is a platform to help plus-size and gender-expansive people build a more sustainable and ethical wardrobe they love. We’re a benefit corporation and prioritize supporting clothing brands focused on sustainability, ethics, and inclusion.
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