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Betabrand

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Betabrand
IndustryFashion
Founded2010
FounderChris Lindland
Headquarters
San Francisco
,
United States
ProductsDress Pant Yoga Pants, Yoga Denim, Work & Travel Apparel
Websitewww.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]

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

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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

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  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. 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. Retrieved March 5, 2020.
  20. ^ "The Answer to All Mark Zuckerberg's Wall Street Problems: Betabrand's Executive Pinstripe Hoodie". TechCrunch. Retrieved March 5, 2020.
  21. ^ "Mark Zuckerberg Should Have Worn This Executive Pinstripe Suit Hoodie to His Wedding". Gizmodo. 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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