Betabrand

Last updated

Betabrand
IndustryFashion
Founded2010
FounderChris Lindland
Headquarters
San Francisco
,
United States
ProductsDress Pant Yoga Pants, Yoga Denim, Work & Travel Apparel
Website www.betabrand.com

Betabrand is an online women's clothing company based in San Francisco's Mission district, known for Dress Pant Yoga Pants and other activewear for work and travel. [1] [2]

Contents

Betabrand customers participate in the design process by voting on new apparel concepts and providing feedback, helping the company rapidly bring new products to market. [3] Products are launched in weekly live shows, where designers field questions from fans in an interactive, chat-based experience. [4]

History

The company began as Cordarounds in 2005, designing corduroy pants with wales aligned horizontally instead of vertically. [5] After years of expanding its product offerings — these included Bike-To-Work Commuter Pants and Black Sheep Sweaters, made from the wool of actual black sheep — the company was renamed Betabrand in 2010. [6] [7] [8]

The goal was to build a brand that behaves like a social network, where consumers interact with Betabrand designers as well as one another to inform and accelerate the design process. [9] [10] [11] The company has since released more than 1,000 products, including collaborations with brands and celebrities like Timberland, The North Face, Vivo Barefoot, Margaret Cho, Bill Murray, and DJ Chris Holmes. [12] [13] [14] [15] [16] [17]

Betabrand officially launched its women's line in 2013 with a Dress Pant Yoga Pants campaign featuring only models with PhDs. [18] [19] Subsequent marketing efforts have aimed to reinforce the brand's digital identity. Notable examples include the Mark Zuckerberg-inspired Executive Hoodie, released ahead of Facebook's IPO, as well as Silicon Valley Fashion Week? and Podcast Theatre. [20] [21] [22] [23] [24] In September 2013, the brand opened up a crowdsourced system, incorporating both in-house ideas and ideas sent by third-part designers. [25]

In April 2020, during the COVID-19 lockdown, Betabrand hosted a "Work From Home Fashion Show" and social shopping event on its website. [26]

References

  1. ↑ Hallett, Vicky (December 31, 2013). "Workout Wear Friday". The Washington Post.
  2. ↑ Stone, Madeline. "These Comfy Work Clothes Are The Latest Thing In Startup Fashion". Business Insider. Retrieved March 5, 2020.
  3. ↑ Binkley, Christina (April 27, 2016). "Crowdsourcing Opens Up Fashion Brands". Wall Street Journal. ISSN   0099-9660 . Retrieved March 5, 2020.
  4. ↑ "Betabrand begins livestreaming product drops". Mobile Marketer. Retrieved March 5, 2020.
  5. ↑ Krantz, Michael (February 13, 2005). "Sideways: Now It's a Corduroy". The New York Times. ISSN   0362-4331 . Retrieved March 5, 2020.
  6. ↑ Leckart, Steven (June 26, 2009). "Review: Cordarounds Bike-to-Work Pants". Wired. ISSN   1059-1028 . Retrieved March 5, 2020.
  7. ↑ Wallace, Amy (October 30, 2010). "Whimsy (and Clothes) for Sale". The New York Times. ISSN   0362-4331 . Retrieved March 5, 2020.
  8. ↑ Smith, Matt. "Chris Lindland uses memes to sell pants". SF Weekly. Retrieved March 5, 2020.
  9. ↑ Schulte, Erin (September 20, 2011). "Betabrand's Chris Lindland Inspires Fans To Experience–Not Just Wear–Fashion". Fast Company. Retrieved March 5, 2020.
  10. ↑ Lowensohn, Josh (February 20, 2014). "Sink or sew: how Betabrand turns crazy ideas into real clothing". The Verge. Retrieved March 5, 2020.
  11. ↑ Rabimov, Stephan. "Betabrand: Who's Calling the Shots On Fashion?". Forbes. Retrieved March 5, 2020.
  12. ↑ Binkley, Christina (April 27, 2016). "Crowdsourcing Opens Up Fashion Brands". Wall Street Journal. ISSN   0099-9660 . Retrieved March 5, 2020.
  13. ↑ Rabimov, Stephan. "Betabrand: Who's Calling the Shots On Fashion?". Forbes. Retrieved March 5, 2020.
  14. ↑ "These Minimalist Weather-Resistant Boots Might Be the Perfect Fall Footwear". Inverse. August 3, 2019. Retrieved March 5, 2020.
  15. ↑ Friedman, Vanessa (February 10, 2015). "The Olsen Twins, Victoria Beckham, Margaret Cho? (This Is Not a Joke)". On the Runway Blog. Retrieved March 5, 2020.
  16. ↑ "Quick — Bill Murray Needs Your Help to Bring Back Bell Bottoms for Boys". Us Weekly. February 8, 2018. Retrieved March 5, 2020.
  17. ↑ Stinson, Liz (February 11, 2015). "Paparazzi-Proof Clothing That's Embedded With Reflective Glass". Wired. ISSN   1059-1028 . Retrieved March 5, 2020.
  18. ↑ Elliott, Stuart (April 11, 2014). "Models With Doctorates". The New York Times. ISSN   0362-4331 . Retrieved March 5, 2020.
  19. ↑ "This Clothing Company's Spring Collection Is Modeled by Women With PhDs". Time. March 11, 2014. Retrieved March 5, 2020.
  20. ↑ "The Answer to All Mark Zuckerberg's Wall Street Problems: Betabrand's Executive Pinstripe Hoodie". TechCrunch. May 10, 2012. Retrieved March 5, 2020.
  21. ↑ "Mark Zuckerberg Should Have Worn This Executive Pinstripe Suit Hoodie to His Wedding". Gizmodo. May 21, 2012. Retrieved March 5, 2020.
  22. ↑ Kavilanz, Parija (October 20, 2016). "Betabrand throws a fashion show in Silicon Valley that trots out startup-friendly styles". CNNMoney. Retrieved March 5, 2020.
  23. ↑ Safronova, Valeriya (October 24, 2016). "Silicon Valley Fashion Week Is No Joke". The New York Times. ISSN   0362-4331 . Retrieved March 5, 2020.
  24. ↑ Talbot, Kate. "Betabrand's Podcast Theatre: How The Audio Revolution Is Influencing Retail". Forbes. Retrieved March 5, 2020.
  25. ↑ Lowensohn, Josh (February 20, 2014). "Sink or sew: how Betabrand turns crazy ideas into real clothing". The Verge. Retrieved May 6, 2020.
  26. ↑ Moore, Booth (April 10, 2020). "Betabrand to Host 'Work From Home' Digital Fashion Show, Social Shopping Event". WWD. Retrieved May 6, 2020.
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