Phoebe Gates and Sophia Kianni, Stanford roommates, turned their shared passion for sustainable fashion into Phia, an AI-powered fashion app. It helps users find the best prices across websites, see resale value trends, and build curated collections. The idea started as a browser extension to simplify secondhand shopping. After impressing a professor, they received a $250,000 grant to build it. The app is free to use and earns revenue through affiliate links. Kianni previously founded Climate Cardinals, a nonprofit translating climate info into over 100 languages. That experience taught her how to build from scratch and rally people online—skills she brought to Phia. Instead of spending heavily on ads, they leaned into content and partnerships. Their social media now has over 100,000 followers. They also write a newsletter on Substack that connects with fashion communities. In 2024, they signed with Alex Cooper's Unwell Network to launch a podcast called “The Burnouts.” It covers their startup journey and features guests like Paris Hilton and Kris Jenner. An advisor once told them “Call Her Daddy” ads were effective, but they couldn’t afford it. So they launched a podcast of their own. Phia has raised $850,000 from investors, including Kris Jenner and Spanx founder Sara Blakely.