We're a team of digital natives based in Copenhagen, puzzled by the dullness of the in-store experience.

Vision

Our vision? To equip fashion stores for the future.

We’re in business to help fashion stores magnetize modern shoppers. And we do so by building best-in-class interactive smart mirrors, social mirrors, that enable modern shoppers to connect with their people, live and direct from the fitting room.

Mission

Story

Right. How did it all begin? It’s very likely that you have other things to attend to. So, let’s stick to the essentials, shall we?

Social Mirror was founded in 2023. Puzzled by bleak upon bleak store experience, we started wondering how we could improve them, make them more fun, more social. We believe that what we wear shows who we are; and who we are is best known by our people.

And that, dear reader, is why we’ve built an interactive smart mirror, a social mirror, that enable modern shoppers to connect with their people, live and direct from the fitting room.

What originated as a university thesis has turned real. Very real. So very real that you can now try the mirror in Magasin and Kabomani. And we’ve only just begun.

Now, why do we do it? We simply do what we do because we care. Sure, we care about a lot of things. Dogs, cats, birds, and many other animals. But more relevant, perhaps, is that we care about how we do business. What’s below is top-of-mind with us.

Values

Transparency

Yes, mirror-pun intended. However, it’s truly important to us to be frank about things. How the mirror is made, how we intend to improve it, and how safe it is to use (which you can read more about right here).

Innovation

As you know, it all started with us questioning the status quo of clothing stores. And we’ll keep questioning things, pinky promise, to properly equip clothing stores for the future.

Fun

We want to make in-store shopping fun. And we want to have fun while doing so. It’s no secret that we remember the things that make us feel good, and the things that make us feel bad. Why not aim for the former?

Reliability

We don’t subscribe to the transactional way of doing business. We consider “customers” and “users” to be our partners. Not partners in crime, because we do legal things only, obviously. If something’s important to you, it’s important to us; and then we take care of it.