Wray Serna Gets App Happy

Oh, what, you think an apparel line is side project enough?

A few of Wray’s outfit pics on Cloth.

Back when Cher Horowitz was cataloging her closet, the iPhone was still a good decade off, but if she was working plaids and spearheading a Calvin Klein revival in 2012, she’d be all over the app Cloth that Wray Serna and her boyfriend, tech editor Seth Porges, launched in December. Since Wray is a teacher and a designer—she’s one half of the whimsically grown-up clothing line Ambit—she knows that ease of use is key but gets what an aesthetically minded lady would want, too. Behold and download. —courtney mccarroll

Score Ambit’s super-cool Of a Kind edition—an all-buttoned-up blue silk tank—now. It’s bound to find its way into many a favorite outfit pic.

“Seth and I developed Cloth after he watched me try on outfits and take photos. I was preparing for a trip at the time, and when I do, I like to try everything on in outfit form and photo-document it. Then, when I unpack, I look at photos for references on what to wear.”

“You know how you have those days where you feel like you don’t have anything to wear but then you remember last week that you rocked your clothes so hard and so good? That’s why I document them. Seth and I talked about it and decided to combine resources and make an app that doesn’t clog up your iPhone camera roll.”

Get yourself a video tour.

“After some late-night meetings with our developer and graphic designer—sometimes after already late-night meetings for Ambit—we gave birth to the Cloth baby. We wanted to give it a social-media aspect, too, giving people the opportunity to upload looks to our blog. Every few days, we decide what outfit makes the cut and post it.”

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