The wardrobe was neverthe problem.
Most products solve the wrong thing. We went back to the morning.
A full wardrobe.
Nothing to wear.
Every morning, millions of people stand in front of a wardrobe full of clothes and feel completely stuck. Not because they don't own the right things — they do. Because they can't hold it all in their head at once. The colours, the combinations, what actually works together, what they wore last Tuesday. It's too much to think through at 7am.
Twenty-two minutes. That's the average time spent deciding what to wear each morning. Not getting dressed — just deciding. Over a year, that's 133 hours standing in front of clothes you already own, feeling like you have nothing to wear.
This isn't a fashion problem. It's a cognitive one — too many options, not enough visibility. Nobody was solving it at the right level. Every existing solution either asked you to spend more money on clothes, or more time organising them. Neither addressed what was actually happening each morning.
22 min
lost every morning
133 hrs
wasted every year
40%
of your wardrobe never worn
“You don't need more clothes.
You need to see the ones
you already have.”
That was the realisation that changed everything. The clothes were never the problem. The map was. If you could photograph every item once — build a complete, searchable picture of everything you own — the morning stops being a decision.
Not because the decision gets easier. Because it's already been made. Your best combination for today, based on what you own, what you've worn recently, and what the weather is — worked out before you open your eyes.
Built by someone who couldn't stop thinking about this.
I'm Joseph Williams. I've been a developer across a range of companies, and the one thing I love most is solving problems. I keep coming back to the ones that affect everyone, every day, and that turn out to have a simpler fix than the problem implies.
Montinz started as a question: what if the wardrobe problem was really just a visibility problem? If you could see everything you own — truly see it — would the decision even feel hard?
The answer, it turns out, is no. The outfits are already there. You just needed someone to show you where they were.
Joseph Williams
Founder, Montinz
Questions about Montinz, press enquiries, or just want to talk about the product — reach out directly.
A morning without
the question.
We're building the layer between your wardrobe and your morning. One that knows every piece you own, remembers what you've worn, checks the weather, and hands you your outfit — before you've thought to ask. Not to replace your taste. To free it up for things that matter more.
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