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Romney Evans and Jessica (Arredondo) Murphy launched True Jeans, an online retail company, in 2006. The company, now known as True Fit, has become a fit personalization software company. Romney emails, “True Fit uses Big Data to help consumers buy clothing and shoes with confidence online. True Fit pivoted from being a B2C site to a B2B software company for a network of more than 1,000 top brands and for many leading retailers, such as Nordstrom and Lord & Taylor. Our software helps consumers find the best styles in the correct size.”