Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Simple Sweatshirt Is Crowdfunding Site’s Biggest Fashion Success

Demand for a simple hoodie-style sweatshirt demonstrates the power of crowdfunding to engage audiences and drive business efficiencies.
By
  • Vikram Alexei Kansara
The author has shared a YouTube video.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future.

LONDON, United Kingdom — Consumer interest in a unisex, hoodie-style sweatshirt that's made in America and guaranteed to last 10 years has resulted in the most successful fashion-related campaign ever on the popular crowdfunding website Kickstarter.

Launched by Flint and Tinder, a premium casualwear brand that manufacturers exclusively in the United States, the call for online backers to fund the production of the company's "10-Year Hoodie" through pledges and pre-orders, has attracted over 6,000 participants and raised almost $700,000, far surpassing its initial goal.

“The clothes you’re wearing were designed to fall apart,” says Flint and Tinder founder Jake Bronstein in a video on the company’s website that takes aim at poor quality products and planned obsolescence. Referring to the 10-Year Hoodie, he continues: “It’s more than a sweatshirt; it’s a battle cry, a line in the sand, a flag we hope you’ll wave with us. We need one thousand people to raise their hand and tell the world it’s time to buy less, but get more.”

It’s a compelling message. But, for Flint and Timber, embracing crowdfunding makes solid business sense as well.

ADVERTISEMENT

“Typically when you want to start a business you might spend months or years, even, working on the business plan, copyrighting or patenting various parts and pieces, attempting to line up suppliers, trying to raise the money to make the minimums required to get production going. Only after all of that can you take it to market and try to sell your first customer,” Bronstein told BoF.

Driven by demand signals from end consumers, however, crowdfunding sites like Kickstarter flip the traditional model on its head, resulting in significant efficiencies.

“Using Kickstarter you get to ask customers first if they want the product you're imaging,” explained Bronstein. “And, if they're interested, you can use those sales to get production going — and get an idea of how many of the item needs making. And of course, if it doesn't work, you get to move on without spending too much time and resources.”

In This Article
Organisations

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.

Case Study | How to Turn Data Into Meaningful Customer Connections

Before fashion businesses can put artificial intelligence to work or target the right shoppers online, they need good data and a deep understanding of who their customers are and what they want. This case study offers a guide for brands that want to truly know their customer, allowing them to make smarter decisions that serve shoppers and drive results.


How Fashion Is Putting AI to Use

BoF welcomed business leaders, technologists and creative innovators to share their insights on how the fashion industry can navigate new frontiers in AI, shifts in digital culture and advancements in immersive technologies. Watch on-demand now.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections