How A.I. Can Redefine Global Fashion – John Imah on Fashion, Tech, Global Style

It’s 2026, and it’s safe to say this is the era of unlimited technological possibilities. From tourism, to music, to hospitality, AI is changing the speed of innovation for modern industries; and the fashion scene is not left out either.

What happens when you find an AI-backed app that lets you virtually test out clothes with 100 percent realistic accuracy or helps you nail your exact sizing with just a few phone taps? The result is a cultural shift, powered by a revolutionary platform called SPREE AI, which combines functional technology with contemporary fashion to help users gain the best of both worlds at the time.

“About three years ago, I launched SPREEAI to help redefine the shopping experience by combining my tech background with my love of fashion . We set out to build something different: SPREEAI is not just a tech company that happens to work in fashion; it’s a fashion-first company that’s powered by advanced tech,” the start-up’s founder, John Imah says.  

Launched for global use, SPREE AI’s ethos rests in fostering accessibility and inclusivity across diverse audiences, with its simple, efficient and distinct user experience and interface design. What started as a simple e-shopping tool in theory is slowly turning out as a cultural pilot, popularising the trend of using AI to enhance fashion expressions. “In the big picture, I see us helping to steer the narrative that AI in fashion isn’t about robots taking over; it’s about humans and AI coming together to push creativity forward,” Imah notes. “We’re also very conscious of staying ahead of cultural trends and listening to what’s happening in the creative community. One way we’re shaping the narrative is by collaborating directly with fashion creatives.”

With a steep rollout spanning visual campaigns targeted at its core markets — UK, US, Africa and the Middle East, SPREE AI’s is edging to become a leader in AI-mediated fashion-focused tech solutions. After its photorealistic virtual try-on and AI-powered sizing product, Imah reveals that the software would soon be integrated across all retail environments. “In the future I see, you could be browsing a boutique in London or Lagos or Los Angeles, and with SPREEAI’s platform you’d have your own AI stylist right there with you making suggestions, showing you exactly how each piece would look on you, and knowing your preferences so well that it can pull up the perfect accessories too.”

In this intimate fireside chat, the visionary Nigerian-American fashion designer and startup founder peels back layers on his journey into the world of fashion; launching two tech startups before he turned 16; birthing SPREE AI after testing a dozen different features; as well as his evergreen mission to revolutionize the culture of retail shopping from a transaction-scape to a dynamic avant-garde consumer experience.

What inspired your journey in fashion?

I’m a first-generation Nigerian-American, born and raised in Texas , and from day one I was immersed in a blend of cultures. My mother was a huge influence – she had impeccable style, always dressed to the nines, so I grew up seeing fashion as a way to put your best foot forward. In high school I really embraced fashion as my personal form of self-expression. I became that kid who could mix traditional Nigerian prints with streetwear or a classic suit and make it my own. Over the years, I’ve lived and worked between Los Angeles and New York, and I’ve traveled extensively. Each city – from the vibrant fashion culture of Lagos that anchors my roots, to the bold attitude of Texas, the street-driven modernity of Los Angeles, and the refined polish of New York, each city has left its mark on how I see style. My journey has literally spanned continents and cultures, and it taught me early on that style has no borders. It’s a global language. Every place I’ve been has added a chapter to my fashion story, reinforcing that authentic style isn’t about following rules, but about telling your story with what you wear.

You launched your first startup as a teenager. How did those early experiences influence the way you lead today?

Honestly, those early startup days were transformative for me. I launched my first two tech companies before I even turned 16 – and managed to get them both acquired. That experience taught me a lifetime’s worth of lessons before I even graduated high school. For one, I learned that you don’t need a huge company to make a huge impact; even a small team can move mountains if you’re solving a real problem. Since I was a kid founder, I also learned to be resourceful and fearless. I had to do everything from coding to pitching, and there’s a confidence and resilience that comes from that. Today as a leader, those lessons drive me. I prioritize agility and creative thinking in my team – very much the startup mentality – but also empathy, because I started so young. It instilled in me a belief that innovation can come from anyone, anywhere, so I lead by encouraging my team to speak up with bold ideas. And I haven’t lost that teenage founder drive – I still approach challenges with the mindset that no obstacle is too big if you’re clever and persistent enough to tackle it.

SPREEAI has been described as a bridge between fashion and technology. What inspired you to merge these worlds?

I’ve always lived at the intersection of fashion and tech, so merging those worlds was natural to me. On one hand, I’ve been a tech geek since I was a kid taking apart computers; on the other, I’ve always loved style and design. The inspiration for SPREEAI really came from seeing a gap in how these two industries spoke to each other. About three years ago, I launched SPREEAI to help redefine the shopping experience by combining my tech background with my love of fashion . We set out to build something different: SPREEAI is not just a tech company that happens to work in fashion – it’s a fashion-first company that’s powered by advanced tech. In practice, that means we actually co-create our technology with leading fashion brands, especially luxury partners in Europe, rather than building in a silo. I often say style is intuition and technology is discipline. When both are done right, you don’t just shop – you show up with confidence. That philosophy guided SPREEAI from day one. We knew AI could revolutionize how people shop, but it had to be done in a way that respects the artistry and culture of fashion. So what inspired me was the idea of a true bridge: a platform where cutting-edge AI meets the creativity of designers on equal footing. Seeing clients in Paris or Milan use our tools to personalize looks for their customers – that tells me this merger of worlds was the right move. We’re giving the industry tech solutions designed in the spirit of fashion, not imposed on it , and that’s been the key. When I saw that we could partner with fashion houses to solve problems like fit and styling in a creative way, that’s when SPREEAI really came to life for me.

You’ve spoken about ruthless prioritization for 2026. Can you share a moment when clarity of focus changed SPREEAI’s trajectory?

Absolutely. In the startup world – especially with something as buzzy as AI – you’re constantly bombarded with ideas and opportunities. Early on at SPREEAI, we had a phase where we were juggling a dozen different feature ideas, from virtual closets to AI stylists to things even beyond fashion. It was exciting but also chaotic. The turning point came during a pilot with one of our high-profile luxury brand partners. We were getting a lot of feedback, and one insight hit hard: it became clear there were two core capabilities that mattered most to our partners: photorealistic try-on and precision sizing with near-perfect fit. We realized we had to nail that above everything else. So I made the call to brutally pare down our roadmap and put almost all our resources behind these two core capabilities. We put other projects on pause to focus on doing two things exceptionally well. That was the ruthless prioritization moment. It wasn’t easy saying no to some sexy new ideas, but that clarity of focus changed our trajectory.

Within months of sharpening our focus, our work became indispensable to our partners. That success opened doors to new clients, solidifying our reputation for doing two things exceptionally well. It reinforced for me and my team: when you have limited time and resources, figure out the single most impactful thing and be excellent at it. That discipline is exactly how we’re approaching 2026 – with intention, focus, and zero wasted motion.

How do you see SPREEAI shaping the cultural conversation around AI and creativity?

I love this question, because culture is at the heart of what we do. Fashion is culture, and now AI is becoming a cultural force too, so the conversation around blending them is really important. With SPREEAI, I want to show that technology can actually amplify creativity, not stifle it. We’re very conscious of staying ahead of cultural trends and listening to what’s happening in the creative community . One way we’re shaping the narrative is by collaborating directly with fashion creatives. A great example was earlier this year at the Met Gala – basically the Super Bowl of fashion. I found myself there as the first-ever AI fashion-tech startup CEO invited to the Met Gala, which still blows my mind. I partnered with my friend, designer Sergio Hudson, to create a custom look that I wore on the red carpet. The suit jacket was literally designed to look like a computer motherboard, but it was embellished with traditional Nigerian beads as a tribute to my heritage. That visual mash-up of tech and culture sparked so many conversations about where fashion and technology are heading. So there we were, at this culturally iconic event, using AI to enhance creativity and personal expression.

I think moments like that send a message: AI can have swagger, it can have cultural relevance. SPREEAI is constantly evolving to stay ahead of the cultural curve, whether it’s enabling a new form of self-expression or making fashion more inclusive. In the big picture, I see us helping to steer the narrative that AI in fashion isn’t about robots taking over; it’s about humans and AI coming together to push creativity forward. We want to inspire artists, designers, and consumers to see technology as part of the fashion story – a new tool that, if used thoughtfully, can expand what’s possible in style and culture.

Looking ahead, what is SPREEAI’s ultimate mission, and how do you want it to redefine the future of retail?

The ultimate mission of SPREEAI is to completely redefine how people experience shopping, by making it hyper-personal, seamless, and fun no matter where you are. We want to tear down the barrier between online and in-store retail. Imagine the convenience of online shopping fused with the confidence and tangibility of a luxury boutique – that’s what we’re aiming for. Presently, we’re using AI to deliver photorealistic virtual try-on alongside a separate AI-powered sizing product—whether you’re shopping on your phone at home or engaging with an interactive mirror in-store. But our vision goes beyond just these features. We’re working on integrating this technology across all retail environments: online, in physical stores, and even for VIP clients who might get bespoke digital shopping experiences. In the future I see, you could be browsing a boutique in London or Lagos or Los Angeles, and with SPREEAI’s platform you’d have your own AI stylist right there with you making suggestions, showing you exactly how each piece would look on you, and knowing your preferences so well that it can pull up the perfect accessories too. Shopping becomes a personalized storytelling experience. Ultimately, if we do our job right, “shopping” won’t feel like a chore or a gamble ever again. It will be seamlessly intuitive. We want to redefine retail so that whether you’re buying in person or in the metaverse, you get the same confidence and thrill as if you had a personal stylist and an entire boutique at your beck and call. To achieve that, we keep innovating relentlessly – SPREEAI is constantly evolving, because great tech and fashion are never static. Our mission is nothing short of changing the way the world shops, by blending the best of technology with the best of human-centric design. In five or ten years, I hope we’ll look back and say, we helped shift retail from a transaction to an experience – one that is more personalized, culturally rich, and just plain exciting.

If you weren’t in fashion, what else would you have done?

I’d be a professor or somehow involved in education. Teaching is something I’ve always been passionate about – I love the idea of sharing knowledge and mentoring the next generation. In fact, even while running companies, I try to make time for it. Later in life, I could absolutely see myself in a classroom, breaking down real-world experience into lessons, or even writing a textbook on entrepreneurship or innovation. Beyond academia, I’m very involved in charitable efforts; giving back is just non-negotiable for me . My parents raised me with the mantra that to whom much is given, much is expected, so I’ve always felt a duty to lift others up. Whether it’s through formal teaching, mentorship programs, or philanthropy, the core idea is the same: empowering people. So if I wasn’t so deep in the fashion-tech world, you might find me shaping minds in a lecture hall or building out educational initiatives for underserved communities. To me, that kind of impact – helping others realize their potential – is as fulfilling as anything I could do in business.