How London startup Thread uses artificial intelligence and machine learning to help men buy clothes

Kieran O'Neill, CEO of London fashion startup Thread, is building a new way of shopping for clothes. His site uses online stylists, as well as artificial inteligence (AI) and machine learning, to create a personalised way to shop. But that can cause problems when he visits standard clothes shops. "We went to Liberty for a bit and I went to the men's section," O'Neill said in an interview at Thread's London office. "[I] went to the rack and was browsing and I looked at it and it wasn't my size. I felt this rage, this offence that why would you bother showing it to me if it's not actually in my size?"