Founded by Sajna Massey in 2024, Couth Studios is a Toronto-based fashion brand that uses AI to realize fashion collections designed in collaboration with the brand’s community.

Drawing on her experience in retail innovation, Massey’s goal is to bridge the gap between fashion brands and consumers. She saw the industry’s reliance on outdated, wasteful practices first-hand and set out to change it. Couth’s use of AI results in the design of and the production of only what people actually want, creating a more intentional and efficient approach to fashion for modern consumers.