"Tinder for X" apps are more popular than ever:

Swipe right if you like. Swipe left if you don’t. Stylect, a shoe shopping app for iOS, has a Tinder-esque UI, underpinned by its own recommendation engine, to help women find and purchase the perfect pair of shoes. If you have déjà vu, you are not alone.

A ton of ‘Tinder for X’ apps have sprung up over the last year, with the ‘swipe right, swipe left’ model – a User Interface Stylect co-founder Giacomo Summa describes as “addictive” — proving popular with users and investors alike.

To that end, the UK startup and graduate of Oxygen accelerator has closed a £290,000 seed round led by London’s Forward Partners (now headed up by well-known VC Nic Brisbourne), bringing total raised by the company to £320,000.

“When Tinder came along, we thought that applying its addictive UX to mobile e-commerce and shoes in particular could allow for a disruptive way to discover products on mobile,” says Summa, who prior to starting up Stylect was a director at Rocket Internet’s Dafiti, the Brazilian e-commerce fashion site which started off by selling women shoes.

“I was very intrigued at how much passion there was for shoes and that planted the idea to eventually do something in the space,” he explains.

Tinder for Shoes makes a lot more sense than Snapchat for Shoes.