Betabrand Explained

Betabrand
Foundation:2010
Founder:Chris Lindland
Location City:San Francisco
Location Country:United States
Industry:Fashion
Products:Dress Pant Yoga Pants, Yoga Denim, Work & Travel Apparel
Homepage: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]

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]

External links

Notes and References

  1. News: Workout Wear Friday. Hallett. Vicky. 2013-12-31. The Washington Post.
  2. Web site: These Comfy Work Clothes Are The Latest Thing In Startup Fashion. Stone. Madeline. Business Insider. 2020-03-05.
  3. News: Binkley. Christina. Crowdsourcing Opens Up Fashion Brands. 2016-04-27. Wall Street Journal. 2020-03-05. en-US. 0099-9660.
  4. Web site: Betabrand begins livestreaming product drops. Mobile Marketer. en-US. 2020-03-05.
  5. News: Krantz. Michael. Sideways: Now It's a Corduroy. 2005-02-13. The New York Times. 2020-03-05. en-US. 0362-4331.
  6. Leckart. Steven. Review: Cordarounds Bike-to-Work Pants. 2009-06-26. Wired. 2020-03-05. 1059-1028.
  7. News: Wallace. Amy. Whimsy (and Clothes) for Sale. 2010-10-30. The New York Times. 2020-03-05. en-US. 0362-4331.
  8. Web site: Chris Lindland uses memes to sell pants. Smith. Matt. SF Weekly. en. 2020-03-05.
  9. Web site: Betabrand's Chris Lindland Inspires Fans To Experience–Not Just Wear–Fashion. Schulte. Erin. 2011-09-20. Fast Company. en-US. 2020-03-05.
  10. Web site: Sink or sew: how Betabrand turns crazy ideas into real clothing. Lowensohn. Josh. 2014-02-20. The Verge. en. 2020-03-05.
  11. Web site: Betabrand: Who's Calling the Shots On Fashion?. Rabimov. Stephan. Forbes. en. 2020-03-05.
  12. News: Binkley. Christina. Crowdsourcing Opens Up Fashion Brands. 2016-04-27. Wall Street Journal. 2020-03-05. en-US. 0099-9660.
  13. Web site: Betabrand: Who's Calling the Shots On Fashion?. Rabimov. Stephan. Forbes. en. 2020-03-05.
  14. Web site: These Minimalist Weather-Resistant Boots Might Be the Perfect Fall Footwear. Inverse. August 3, 2019 . en. 2020-03-05.
  15. Web site: The Olsen Twins, Victoria Beckham, Margaret Cho? (This Is Not a Joke). Friedman. Vanessa. 2015-02-10. On the Runway Blog. en-US. 2020-03-05.
  16. Web site: Quick — Bill Murray Needs Your Help to Bring Back Bell Bottoms for Boys. 2018-02-08. Us Weekly. en-US. 2020-03-05.
  17. Stinson. Liz. Paparazzi-Proof Clothing That's Embedded With Reflective Glass. 2015-02-11. Wired. 2020-03-05. 1059-1028.
  18. News: Elliott. Stuart. Models With Doctorates. 2014-04-11. The New York Times. 2020-03-05. en-US. 0362-4331.
  19. This Clothing Company's Spring Collection Is Modeled by Women With PhDs. Time. March 11, 2014 . en. 2020-03-05.
  20. Web site: The Answer to All Mark Zuckerberg's Wall Street Problems: Betabrand's Executive Pinstripe Hoodie. TechCrunch. May 10, 2012 . en-US. 2020-03-05.
  21. Web site: Mark Zuckerberg Should Have Worn This Executive Pinstripe Suit Hoodie to His Wedding. Gizmodo. May 21, 2012 . en-us. 2020-03-05.
  22. Web site: Betabrand throws a fashion show in Silicon Valley that trots out startup-friendly styles. Kavilanz. Parija. 2016-10-20. CNNMoney. 2020-03-05.
  23. News: Safronova. Valeriya. Silicon Valley Fashion Week Is No Joke. 2016-10-24. The New York Times. 2020-03-05. en-US. 0362-4331.
  24. Web site: Betabrand's Podcast Theatre: How The Audio Revolution Is Influencing Retail. Talbot. Kate. Forbes. en. 2020-03-05.
  25. Web site: Sink or sew: how Betabrand turns crazy ideas into real clothing. Lowensohn. Josh. 2014-02-20. The Verge. en. 2020-05-06.
  26. Web site: Betabrand to Host 'Work From Home' Digital Fashion Show, Social Shopping Event. Moore. Booth. 2020-04-10. WWD. en. 2020-05-06.

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Betabrand".

Except where otherwise indicated, Everything.Explained.Today is © Copyright 2009-2025, A B Cryer, All Rights Reserved. Cookie policy.