In the dynamic intersection of fashion and technology, Lavance “Lj” Northington Jr. stands out as a true visionary. His journey from Harvard quarterback to the founder of Aesthetic, an AI-powered shopping platform, is not just a story of personal transformation but a glimpse into the future of personalized technology.
From Gridiron to Grid Computing
Growing up in Orange County, California, Northington’s path seemed set when he was recruited to play quarterback at Harvard. However, life had other plans. “After a few years, I had to medically retire and was left without my ‘thing’ in a place where everyone is at the top of the world at their ‘thing’,” Northington recalls.
This unexpected turn led him to explore various paths, including a brief stint in finance. “I tried the world of finance, but it felt a little empty. I wanted something that connected more to my strengths,” he explains. It was during his time at Will and Jada Smith’s entertainment company, Westbrook, that Northington’s true calling began to take shape.
The Birth of Aesthetic: Redefining Online Shopping
Working on consumer products at Westbrook opened Northington’s eyes to the limitations of e-commerce personalization. “The lack of available personalization capabilities shocked me,” he says. “We live in a world where hyper-personalized apps like TikTok, Spotify, and Instagram know exactly what you want to see when you open the app, yet the best we could do was offer 10 pages of fashion products to scroll through.”
This realization sparked the idea for Aesthetic, a platform that goes beyond traditional online shopping. “By trade, Aesthetic is an AI Shopping platform that specializes in fashion. In reality, we are in the business of self-realization,” Northington explains. “We help people realize and define their identity through style. Shopping is just a means of self-realization – making the world around you match your identity.”
The Vision: Mapping the Human Style Genome
Northington’s journey is gaining tremendous momentum, driven by an ambitious goal: to identify, define, and map the human style genome. This groundbreaking approach aims to revolutionize personal style expression in ways previously unimaginable.
“We’re not just building a shopping platform,” Northington explains. “We’re creating a system that understands the unique style DNA of each individual. This will allow us to develop an individual algorithm for every human that they can own, build, train, share, and even monetize.”
Beyond Fashion: Personalized AI Across the Internet
Northington’s vision extends far beyond the realm of fashion. He believes that AI will transition to personalized algorithms that people can take with them across the internet. “Imagine having your own AI companion that understands your preferences, your style, your values,” he says. “This AI could personalize all your online and real-life experiences and interactions with businesses you trust and admire. Our portable and personalized AI represents a paradigm shift in how we think about online interactions and data ownership. It puts the power back in the hands of individuals, allowing people to control and benefit from their personal data in unprecedented ways.”
Lessons in Perseverance
Northington’s background in sports proved invaluable in his entrepreneurial journey. “My background in high-level sports instilled in me a level of determination that has helped me handle adversity,” he reflects. This grit would be put to the test as he faced the challenges of building a startup.
One of the biggest hurdles? Securing funding. “I was told ‘no’ by 378 VC’s before I got my first yes,” Northington reveals. During this period, he faced numerous setbacks, including running out of money and having his car repossessed. Yet, his resilience saw him through. “There was no light at the end of the tunnel, and it would have been an understandable time to call it quits. But we kept going.”
The Entrepreneurial Mindset
For Northington, the right mindset is crucial when starting a business. “Controlling your inner voice is one of the biggest challenges. There are a lot of ups and downs early on, and almost daily you’re presented with something that feels like it could make or break your business,” he says.
He emphasizes the importance of mental fortitude, especially given the long feedback loops in startups. “To dedicate your life to something that has a 95% failure rate, and on average takes 3.5 years to succeed, takes an immense amount of mental fortitude,” Northington stresses.
Advice for Aspiring Entrepreneurs
Drawing from his experiences, Northington offers valuable advice to those looking to start their own businesses: “Build for a market you’re passionate about. Your best chance at success is to continually build in a specific market for a sustained period (3-5 years).”
He adds, “Your first few products probably won’t hit. That doesn’t matter – it takes the average startup 3.5 years to build something that hits. The longer you stay in the market, the better you’ll get at building products that people in that market want.”
Looking to the Future
With his vision of defining and mapping the human style genome and creating personalized AI algorithms for every human, Northington is poised to reshape not just the fashion industry, but the entire landscape of online interactions. “In the long run, I want to build something that has a lasting positive impact on humanity,” he says. “I believe that giving people control over their own algorithms, their own digital identity, is a crucial step towards a more personalized and empowering digital future.”
As Lj Northington continues to push the boundaries of style and taste via AI, his journey serves as an inspiring example of how unconventional paths and bold visions can lead to groundbreaking innovations that have the potential to transform our digital lives.
To follow Lj Northington’s journey and learn more about his innovative Aesthetic platform, you can find him on Instagram @lj.northington and @myaesthetic.ai, or visit www.myaesthetic.ai.