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.
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. Products are launched in weekly live shows, where designers field questions from fans in an interactive, chat-based experience.
History
The company began as Cordarounds in 2005, designing
corduroy
Corduroy is a textile with a distinctively raised "cord" or wale texture. Modern corduroy is most commonly composed of tufted cords, sometimes exhibiting a channel (bare to the base fabric) between them. Both velvet and corduroy derive from fu ...
pants with wales aligned horizontally instead of vertically. 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.
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. The company has since released more than 1,000 products, including collaborations with brands and celebrities like
Timberland,
The North Face
The North Face is an American outdoor recreation products company. The North Face produces outdoor clothing, footwear, and related equipment. Founded in 1968 to supply climbers, the company's logo draws inspiration from Half Dome, a distinct ...
,
Vivo Barefoot,
Margaret Cho
Margaret Moran Cho (born December 5, 1968) is an American stand-up comedian, actress and musician. In her Stand-up comedy, stand-up routines she critiques social and political problems, especially about race and sexuality. She starred in the Ame ...
,
Bill Murray
William James Murray (born September 21, 1950) is an American actor and comedian, known for his deadpan delivery in roles ranging from studio comedies to independent dramas. He has received List of awards and nominations received by Bill Murra ...
, and DJ Chris Holmes.
Betabrand officially launched its women's line in 2013 with a Dress Pant Yoga Pants campaign featuring only models with PhDs. Subsequent marketing efforts have aimed to reinforce the brand's digital identity. Notable examples include the
Mark Zuckerberg
Mark Elliot Zuckerberg (; born May 14, 1984) is an American businessman who co-founded the social media service Facebook and its parent company Meta Platforms, of which he is the chairman, chief executive officer, and controlling sharehold ...
-inspired Executive Hoodie, released ahead of Facebook's IPO, as well as Silicon Valley Fashion Week? and Podcast Theatre. In September 2013, the brand opened up a crowdsourced system, incorporating both in-house ideas and ideas sent by third-part designers.
In April 2020, during the COVID-19 lockdown, Betabrand hosted a "Work From Home Fashion Show" and social shopping event on its website.
References
External links
Betabrand website
{{Crowdfunding platforms
2005 establishments in the United States
Internet properties established in 2005
Crowdfunding platforms of the United States
Companies based in San Francisco
Online clothing retailers of the United States
Retail companies based in California
2005 establishments in California