San Francisco-based men’s denim startup Gustin
changed the way dudes buy jeans, by creating a fully crowdfunded model
for determining which jeans it makes. That cuts out a lot of costs,
making high-quality denim affordable. Now it wants to help dress men in
stylish button-down shirts that follow the same model.
Gustin got its start on Kickstarter, becoming one of the first fashion companies to do so. It raised nearly $450,000 from more than 4,000 backers to shift its high-quality denim brand from the traditional retail model to a fully online, direct-to-consumer and crowdfunded model.
In doing so, Gustin has turned the business on its head. Rather than producing a bunch of jeans it hopes people will want to buy, it makes sure they do before it even orders the materials. Each new type of fabric is put up as a crowdfunding campaign, essentially testing whether or not customers will want those jeans.
Read More: http://techcrunch.com/2013/07/02/gustin-button-down-shirts/
Gustin got its start on Kickstarter, becoming one of the first fashion companies to do so. It raised nearly $450,000 from more than 4,000 backers to shift its high-quality denim brand from the traditional retail model to a fully online, direct-to-consumer and crowdfunded model.
In doing so, Gustin has turned the business on its head. Rather than producing a bunch of jeans it hopes people will want to buy, it makes sure they do before it even orders the materials. Each new type of fabric is put up as a crowdfunding campaign, essentially testing whether or not customers will want those jeans.
Read More: http://techcrunch.com/2013/07/02/gustin-button-down-shirts/
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