The Dressipi Team

We're a bunch of entrepreneurs, fashion stylists and technologists who are passionate about giving everyone the know-how to look good at all times. We also love using technology to challenge the status quo and raise the bar on consumer services.

Sarah McVittie — Founder

As co-founder, Sarah works with Donna on all things that do not involve styling or writing code! She has a slight obsession with data and is the undisputed Queen of the Spreadsheet.

Previously, Sarah launched and ran the multi-award winning company Texperts (the first Q&A SMS service in the world). She is passionate about motorbikes and can be seen zooming around London on her new Triumph Street Triple motorbike.
In Sarah's own words 'Before Dressipi, I was a walking fashion faux pas—it's absolutely my perfect service.'
Donna North — Founder

Alongside Sarah, Donna does all the 'other stuff', fuelled by rice cakes and coffee.

Most recently, Donna led IMG Digital EMEA, building and launching a diverse range of applications, sites and software across sports, fashion and entertainment – and knew more about football and golf than was decent. Thankfully, she can now spend her Saturday afternoons eating crab and standing on her head.
Who says lime green leather trousers and a purple plastic coat wasn’t stylish in 1997!
Nicki Black — Stylist

Nicki is a talented freelance Art Director and Stylist. Having trained in Fashion Design, she worked with some of Europe’s most respected publications including Financial Times, Twill Magazine and British GQ, to name a few. In the role of Fashion Director she also launched Later Magazine, a men’s title targeting a stylish and distinguished readership. In high demand, Nicki also styles various celebrities and musicians. Throughout her career she has collaborated with many noted photographers creating inspiring advertising campaigns and editorials.
Nicky is proud to boast an impressive collection of over 150 pairs of shoes!
Sophie Deedes — Stylist

Sophie has been in the Fashion Industry for several years, working with a number of well-established designers such as Anya Hindmarch, Matches - Freda Design, Heidi Klein, Pringle, Apsara, Mulberry, Tania and many more. Her career to date has given her a unique insight into understanding how clothes reflect an individual's style and this, coupled with her lifelong passion for clothes, has now led to a rewarding career as a personal stylist.
Tara Kavanagh-Dowsett — Stylist

Tara began her styling career at The Daily Telegraph, having achieved a degree in Fashion Design at University of Westminster. She has contributed to many notable publications such as The Times, British Glamour and Sport & Street. Now based in the UK, Tara loved spending two years working in New York. As well as being a busy stylist, she also art directs for some of the best British clothing brands.
Selina Mills — Junior Stylist

Selina spends her time obsessing over and refining our sizing data, ensuring our garments are tagged correctly and editing the garments that appear on everyone’s individual recommendations and emails.

Starting her fashion life at Wallpaper, Selina has worked as a freelance fashion stylist across a range of publications and brands. She has a passion for still life editorial, and admits to being hooked on 90210.
Worst outfit – hypercolour t-shirt, denim mini skirt and bright pink ski pants (OK, she was only 10!).
Gemma Soames — Stylist

Gemma worked as a jewellery designer in New York before coming home to pursue a career in fashion journalism. Now at the Sunday Times Style magazine she has test driven hotpants, taken flirting lessons and dressed as a Wag, all in the name of research. She is now their Fashion Features Director and writes Style’s weekly Wardrobe Mistress column, where she tries to solve her readers’ crises, one sartorial dilemma at a time.
Natalie Theo — Stylist

Natalie’s fashion credentials were earned at Conde Nast launching Russian Vogue and Greek Vogue, where she was lucky enough to meet and interview everyone from Yves Saint Laurent to Karl Lagerfeld. She then spent seven whirlwind years at the Daily Mail as their Fashion Editor, getting to grips with the dressing habits of millions of female readers on a daily basis. Fashion is in her blood.
She tried to (unsuccessfully) conquer her fear of horse riding, just to get the leather riding boots. Which look great!
Frederick Cheung — CTO

Fred oversees all things technical at Dressipi, as well as doing his share of the coding. Previously he worked at Texperts (later acquired by kgb), is the creator of Speed Download and the co-author of Emberlight. Programming since he was probably 3 1/2 years old, he is also a contributor to Ruby on Rails.

In his spare time Fred shoots zombies and plays with his cats.
Known to wear shirts inside out all day long without noticing.
Rob Bevan — Technology

Rob, amongst other things, has been working tirelessly at solving fashion's biggest consumer issue — identifying each person's size in every brand ("the Size Finder"). He currently holds the highest number of commits to the codebase, but Fred is catching up fast.

Before Dressipi, he wrote building energy management software for Oxford University, developed campaigns for The Climate Group and co-created BAFTA award-winning online drama. When not at the computer, Rob is usually in the kitchen and is currently working his way through the six volumes of Modernist Cuisine.
Rob has swapped an expensive designer clothes habit for a uniform of black t-shirt and jeans.
Elena Duranova — Technology

Bringing some girl-power into the technology team, Elena spends most of her time working on those missing bits and pieces everyone wants, but nobody has time for, as there's always something more important to do.

A recent maths graduate, Elena started searching for something more dynamic than staring into 2^m x 2^n matrices. Now, apart from self-realising herself in the kitchen, she is taking on the heritage of Ada Lovelace joining the endangered species of women programmers.
Finally, Elena no longer restricts her closet to a pair of jeans and a pile of geek T-shirts.
Dr Michalis Christodoulou — Quantitative Research Analyst

Michalis works on brand and styling analytics. He has an academic background of both scientific design and art.

Previously a quantitative researcher at Barclays Capital, he can now combine his passion for fashion and analytics at Dressipi. He loves and wears Dior Homme most days and in his free time works as a freelance fashion illustrator - check out www.michalischristodoulou.com.
Michalis assures us he has never made a fashion faux pas.
Joel Gluth — Technology

Joel writes the server-side code, assists Michalis with the sarcasm, and is the oddball programming languages advocate.

Prior to Dressipi Joel travelled the world as a nerd for hire. His current obsession is to get back onto the UK skydiving team.
Included in a litany of style crimes is the ownership of green denim jeans with matching Chuck Taylors.