Betabrand

The company began as Cordarounds in 2005, designing corduroy pants with wales aligned horizontally instead of vertically.{{Cite news|last=Krantz|first=Michael|url=https://www.nytimes.com/2005/02/13/fashion/sideways-now-its-a-corduroy.html|title=Sideways: Now It's a Corduroy|date=2005-02-13|work=The New York Times|access-date=2020-03-05|language=en-US|issn=0362-4331}} 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.{{Cite magazine|last=Leckart|first=Steven|url=https://www.wired.com/2009/06/pr-cordarounds-bikepants/|title=Review: Cordarounds Bike-to-Work Pants|date=2009-06-26|magazine=Wired|access-date=2020-03-05|issn=1059-1028}}{{Cite news|last=Wallace|first=Amy|url=https://www.nytimes.com/2010/10/31/business/31proto.html|title=Whimsy (and Clothes) for Sale|date=2010-10-30|work=The New York Times|access-date=2020-03-05|language=en-US|issn=0362-4331}}{{Cite web|url=https://archives.sfweekly.com/sanfrancisco/chris-lindland-uses-memes-to-sell-pants/Content?oid=2177102|title=Chris Lindland uses memes to sell pants|last=Smith|first=Matt|website=SF Weekly|language=en|access-date=2020-03-05}}

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.{{Cite web|url=https://www.fastcompany.com/1781331/betabrands-chris-lindland-inspires-fans-experience-not-just-wear-fashion|title=Betabrand's Chris Lindland Inspires Fans To Experience–Not Just Wear–Fashion|last=Schulte|first=Erin|date=2011-09-20|website=Fast Company|language=en-US|access-date=2020-03-05}}{{Cite web|url=https://www.theverge.com/2014/2/20/5430460/move-fast-and-sew-things-how-betabrand-turns-crazy-ideas-into-real-stuff|title=Sink or sew: how Betabrand turns crazy ideas into real clothing|last=Lowensohn|first=Josh|date=2014-02-20|website=The Verge|language=en|access-date=2020-03-05}}{{Cite web|url=https://www.forbes.com/sites/stephanrabimov/2018/03/28/betabrand-whos-calling-the-shots-on-fashion/|title=Betabrand: Who's Calling the Shots On Fashion?|last=Rabimov|first=Stephan|website=Forbes|language=en|access-date=2020-03-05}} 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.{{Cite news|last=Binkley|first=Christina|url=https://www.wsj.com/articles/crowdsourcing-opens-up-fashion-brands-1461778931|title=Crowdsourcing Opens Up Fashion Brands|date=2016-04-27|work=Wall Street Journal|access-date=2020-03-05|language=en-US|issn=0099-9660}}{{Cite web|url=https://www.forbes.com/sites/stephanrabimov/2018/03/28/betabrand-whos-calling-the-shots-on-fashion/|title=Betabrand: Who's Calling the Shots On Fashion?|last=Rabimov|first=Stephan|website=Forbes|language=en|access-date=2020-03-05}}{{Cite web|url=https://www.inverse.com/article/58237-vivobarefoot-fulham-boots-minimalist-shoes|title=These Minimalist Weather-Resistant Boots Might Be the Perfect Fall Footwear|website=Inverse|date=August 3, 2019 |language=en|access-date=2020-03-05}}{{Cite web|url=https://runway.blogs.nytimes.com/2015/02/10/the-olsen-twins-victoria-beckham-margaret-cho-this-is-not-a-joke/|title=The Olsen Twins, Victoria Beckham, Margaret Cho? (This Is Not a Joke)|last=Friedman|first=Vanessa|date=2015-02-10|website=On the Runway Blog|language=en-US|access-date=2020-03-05}}{{Cite web|url=https://www.usmagazine.com/stylish/news/bill-murray-launches-william-murray-gold-betabrand-bell-bottoms/|title=Quick — Bill Murray Needs Your Help to Bring Back Bell Bottoms for Boys|date=2018-02-08|website=Us Weekly|language=en-US|access-date=2020-03-05}}{{Cite magazine|last=Stinson|first=Liz|url=https://www.wired.com/2015/02/paparazzi-proof-clothing-thats-embedded-reflective-glass/|title=Paparazzi-Proof Clothing That's Embedded With Reflective Glass|date=2015-02-11|magazine=Wired|access-date=2020-03-05|issn=1059-1028}}

Betabrand officially launched its women's line in 2013 with a Dress Pant Yoga Pants campaign featuring only models with PhDs.{{Cite news|last=Elliott|first=Stuart|url=https://www.nytimes.com/2014/04/13/education/edlife/models-with-doctorates.html|title=Models With Doctorates|date=2014-04-11|work=The New York Times|access-date=2020-03-05|language=en-US|issn=0362-4331}}{{Cite magazine|url=https://time.com/20362/this-clothing-companys-spring-collection-is-modeled-by-women-with-phds/|title=This Clothing Company's Spring Collection Is Modeled by Women With PhDs|magazine=Time|date=March 11, 2014 |language=en|access-date=2020-03-05}} 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.{{Cite web|url=https://techcrunch.com/2012/05/10/executive-hoodie/|title=The Answer to All Mark Zuckerberg's Wall Street Problems: Betabrand's Executive Pinstripe Hoodie|website=TechCrunch|date=May 10, 2012 |language=en-US|access-date=2020-03-05}}{{Cite web|url=https://gizmodo.com/mark-zuckerberg-should-have-worn-this-executive-pinstri-5911838|title=Mark Zuckerberg Should Have Worn This Executive Pinstripe Suit Hoodie to His Wedding|website=Gizmodo|date=May 21, 2012 |language=en-us|access-date=2020-03-05}}{{Cite web|url=https://money.cnn.com/2016/10/20/technology/silicon-valley-fashion-week-betabrand/index.html|title=Betabrand throws a fashion show in Silicon Valley that trots out startup-friendly styles|last=Kavilanz|first=Parija|date=2016-10-20|website=CNNMoney|access-date=2020-03-05}}{{Cite news|last=Safronova|first=Valeriya|url=https://www.nytimes.com/2016/10/25/fashion/silicon-valley-fashion-week.html|title=Silicon Valley Fashion Week Is No Joke|date=2016-10-24|work=The New York Times|access-date=2020-03-05|language=en-US|issn=0362-4331}}{{Cite web|url=https://www.forbes.com/sites/katetalbot/2019/05/21/betabrands-podcast-theatre-how-the-audio-revolution-is-influencing-retail/|title=Betabrand's Podcast Theatre: How The Audio Revolution Is Influencing Retail|last=Talbot|first=Kate|website=Forbes|language=en|access-date=2020-03-05}} In September 2013, the brand opened up a crowdsourced system, incorporating both in-house ideas and ideas sent by third-part designers.{{Cite web|title=Sink or sew: how Betabrand turns crazy ideas into real clothing|url=https://www.theverge.com/2014/2/20/5430460/move-fast-and-sew-things-how-betabrand-turns-crazy-ideas-into-real-stuff|last=Lowensohn|first=Josh|date=2014-02-20|website=The Verge|language=en|access-date=2020-05-06}}

In April 2020, during the COVID-19 lockdown, Betabrand hosted a "Work From Home Fashion Show" and social shopping event on its website.{{Cite web|title=Betabrand to Host 'Work From Home' Digital Fashion Show, Social Shopping Event|url=https://wwd.com/fashion-news/fashion-features/betabrand-work-from-home-digital-fashion-show-1203559386/|last=Moore|first=Booth|date=2020-04-10|website=WWD|language=en|access-date=2020-05-06}}

{{reflist|2}}

• [https://www.betabrand.com Betabrand website]

{{Crowdfunding platforms}}

Category:2005 establishments in the United States

Category:Internet properties established in 2005

Category:Crowdfunding platforms of the United States

Category:Companies based in San Francisco

Category:Online clothing retailers of the United States

Category:Retail companies based in California

Category:2005 establishments in California