From fashionable socks for the Millennial man to smart underwear, fashion startups looking to solve the issue of how to look better with less drama strutted their stuff at WeWork Demo Day.
After pitching, each of the five startups – WeWork members all – were grilled by the audience and four judges, one of whom, Jacob Wood, founder of Woodies Clothing, was a previous Demo Day winner.
Here are the startups – and the winners
Brayola
Brayola was the first to step up to the plate. Taking the pain out of bra shopping, an article of clothing research shows women hate to shop for, Brayola bills itself as a “tech company that focuses on making bra shopping better online.” The purveyor of the top half of women’s undergarments boasts a community of 700,000 of mainly 45-65 year old women whose opinions and experiences with various bras and brands serve as the basis for the company’s ability to match women with the perfect bra for every size and shaped woman.
LookBooker
Next up was LookBooker. With 1.3 million salons in the US, connecting clients with hair and beauty salons is an industry ripe for innovation. Lookbooker helmed by Giorgia Rossi was launched in July of last year in Singapore. They recently staked their claim in the US with a New York statewide with launch last month. Featuring a carefully curated review system, you can search by location, price, and reviews. In the future, you’ll be able to search by types of haircuts and styles – perfect for fashionistas looking to stay edgy and coiffed.
Teddy Stratford
It’s not usually, but for Teddy Stratford founder Bryan Davis, getting pulled over by a cop in Bangkok was an auspicious event. Davis noticed that the police officer’s shirt fit him exceptionally well, so he slipped him some cash in exchange for the location of the Royal Thai Police’s tailor, who would inspire Davis to create “the best fitted shirt on the planet.”
Davis proved that show, don’t tell is still an effective communications tool, as he revealed his company’s ‘secret sauce.’ “The secret to the best button down shirt is – a zipper.” The patent pending zipper eliminates the ill-tailored look of a shirt. bulging at the buttons. The so-called perfect shirt won’t be for men only. A women’s line, where tailoring needs are a bit different, is in the works.
Dear Kate
If Brayola was the startup of bras, Dear Kate had the lower half covered with their signature panties, specially created for that time of the month. While some competitors use plastic lining in undies, this company’s “Rolls Royce of underwear” features a patent pending fabric with moisture wicking properties – as well as stain releasing, and leak-resistant. If ‘Dear Kate’ sounds familiar, it’s because they’re the company behind the campaign showing startup women in their underwear, which divided people between those who found it shocking and those who found it empowering. Made in Long Island City, Dear Kate offers several styles, such as hipsters and briefs, alongside bras and yoga pants.
Ace & Everett
Founded by the Disch brothers Cody and Sage, Ace & Everett socks are organic Supima cotton and signature American craftsmanship. Their successful Kickstarter netted them $30,000 to manufacture their first batch of socks, which are being sold straight to the Millennial man who’s looking to add a bit of fashion and jazziness to his step. Each pair is $20.
Pradux
The last startup to present was Pradux, and while they may not manufacture clothing, the company still has a hand in making people look good. Harnessing the powerful cultural influence of the entertainment industry, users can search for items worn in TV shows by season, and episode. Creators who upload fashionable pics to the site can get commissions for their efforts. When someone buys an item they’ve seen, Pradux and the uploaders split the commission. Pradux currently have 150 retail partners and have plans to add film and music.
If these startups win over their target markets, the world might be a better looking place. At the end of the night, Pradux nabbed the prize for Audience Favorite, and Dear Kate was crowned Judges Favorite.
