City Pulse

By Natasha Thakkar

Online shopping meets Youtube in fashion’s newest online venture:

Co-founded by savvy business-minded men: David Grant, Patrick Yee, and Daniel Strauss, the website has become a place for fashion entrepreneurs to market their products directly to consumers.

The website stays away from mass-market retailers, major fashion brands, and mainstream media. It instead focuses on names like Violet Valen whose “Buddy Sweatshirts” are priced in the range of a cool $200-300. By viewing the 1:26 video, we “meet Violet,” watch her sew vintage pieces of cloth onto the sweatshirt in a collage; and learn how “Buddy Sweatshirts” came to be. At the end of the minute and a half we’ve got everything we need to know about a piece of clothing we MUST now own.

Not into fashion? Don’t worry. You too can become addicted to the website. It features everything imaginable from beauty products (including hair and skincare products), to jewelry and gifts for the men and kids in your life.

The idea is brilliant. It combines two addictions, one fairly new and the other seems to never go out of style: online video viewing and shopping. Welcome to the new super addiction: Next time you are looking for a gift, check it out. It may just become the Youtube of the fashion world.

Originally published January 2009

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