Betabrand

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

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]

Retail Store

Betabrand has a single brick-and-mortar store, located at its headquarters at 780 Valencia Street in San Francisco's Mission District. The store opened in May 2013.[27]


References
  1. Hallett, Vicky (2013-12-31). "Workout Wear Friday". The Washington Post.
  2. Stone, Madeline. "These Comfy Work Clothes Are The Latest Thing In Startup Fashion". Business Insider. Retrieved 2020-03-05.
  3. Binkley, Christina (2016-04-27). "Crowdsourcing Opens Up Fashion Brands". Wall Street Journal. ISSN 0099-9660. Retrieved 2020-03-05.
  4. "Betabrand begins livestreaming product drops". Mobile Marketer. Retrieved 2020-03-05.
  5. Krantz, Michael (2005-02-13). "Sideways: Now It's a Corduroy". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  6. Leckart, Steven (2009-06-26). "Review: Cordarounds Bike-to-Work Pants". Wired. ISSN 1059-1028. Retrieved 2020-03-05.
  7. Wallace, Amy (2010-10-30). "Whimsy (and Clothes) for Sale". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  8. Smith, Matt. "Chris Lindland uses memes to sell pants". SF Weekly. Retrieved 2020-03-05.
  9. Schulte, Erin (2011-09-20). "Betabrand's Chris Lindland Inspires Fans To Experience–Not Just Wear–Fashion". Fast Company. Retrieved 2020-03-05.
  10. Lowensohn, Josh (2014-02-20). "Sink or sew: how Betabrand turns crazy ideas into real clothing". The Verge. Retrieved 2020-03-05.
  11. Rabimov, Stephan. "Betabrand: Who's Calling the Shots On Fashion?". Forbes. Retrieved 2020-03-05.
  12. Binkley, Christina (2016-04-27). "Crowdsourcing Opens Up Fashion Brands". Wall Street Journal. ISSN 0099-9660. Retrieved 2020-03-05.
  13. Rabimov, Stephan. "Betabrand: Who's Calling the Shots On Fashion?". Forbes. Retrieved 2020-03-05.
  14. "These Minimalist Weather-Resistant Boots Might Be the Perfect Fall Footwear". Inverse. Retrieved 2020-03-05.
  15. Friedman, Vanessa (2015-02-10). "The Olsen Twins, Victoria Beckham, Margaret Cho? (This Is Not a Joke)". On the Runway Blog. Retrieved 2020-03-05.
  16. "Quick — Bill Murray Needs Your Help to Bring Back Bell Bottoms for Boys". Us Weekly. 2018-02-08. Retrieved 2020-03-05.
  17. Stinson, Liz (2015-02-11). "Paparazzi-Proof Clothing That's Embedded With Reflective Glass". Wired. ISSN 1059-1028. Retrieved 2020-03-05.
  18. Elliott, Stuart (2014-04-11). "Models With Doctorates". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  19. "This Clothing Company's Spring Collection Is Modeled by Women With PhDs". Time. Retrieved 2020-03-05.
  20. "The Answer to All Mark Zuckerberg's Wall Street Problems: Betabrand's Executive Pinstripe Hoodie". TechCrunch. Retrieved 2020-03-05.
  21. "Mark Zuckerberg Should Have Worn This Executive Pinstripe Suit Hoodie to His Wedding". Gizmodo. Retrieved 2020-03-05.
  22. Kavilanz, Parija (2016-10-20). "Betabrand throws a fashion show in Silicon Valley that trots out startup-friendly styles". CNNMoney. Retrieved 2020-03-05.
  23. Safronova, Valeriya (2016-10-24). "Silicon Valley Fashion Week Is No Joke". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  24. Talbot, Kate. "Betabrand's Podcast Theatre: How The Audio Revolution Is Influencing Retail". Forbes. Retrieved 2020-03-05.
  25. Lowensohn, Josh (2014-02-20). "Sink or sew: how Betabrand turns crazy ideas into real clothing". The Verge. Retrieved 2020-05-06.
  26. Moore, Booth (2020-04-10). "Betabrand to Host 'Work From Home' Digital Fashion Show, Social Shopping Event". WWD. Retrieved 2020-05-06.
  27. Mission local staff (9 May 2013). "Online clothier Betabrand opens on site of 780 cafe". Mission Local. Retrieved 29 March 2014.
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