This week, it’s a full-circle moment on patchperfect as we welcome Sajna Massey, CEO and founder of Couth Studios, a fashion-tech label reimagining how clothes are designed, produced, and worn using AI.

Sajna is building one of the most innovative fashion brands in Canada, using artificial intelligence to analyze runway trends and generate original designs, then letting the Couth community vote on what actually gets made. No guesswork. No overproduction. Just thoughtful, intentional style.

In this episode, Sajna walks us through:

- how computer vision is used to analyze global runway data

- how predictive and generative AI shape Couth’s design process

- her long-term vision to create localized collections inspired by the unique style of different cities

- how the brand uses a voting-based, pre-order model to reduce waste and avoid landfill fashion

- what it means to build a slow fashion brand in a fast fashion world and the pressure to scale ethically

- what it’s really like balancing a 9 to 5 as a staff technical program manager while growing a mission-driven company from the ground up

We also explore the heart of the brand: how giving consumers a voice in design creates a deeper emotional connection, and why Sajna believes fashion is just as much about storytelling as it is about trend-spotting.

And of course, we close with our lifestyle segment:

- how Sajna dresses for work-from-home days, office life, and speaking at conferences and panels

- how she rotates key pieces, shops local, and rewears favorites until she’s ready to consign them

- why we’re both (finally) done with the bandage dress era

Whether you're fashion-curious or interested in starting your own tech company, this one’s for you. Enjoy!