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Name: Bow & Drape
Quick Pitch: Customizable women's clothing manufactured in classic silhouettes in the U.S.
Genius Idea: A "fit kit" helps shoppers overcome sizing concerns.
Over the past few years, startups as well as existing brands, have begun to invite consumers into the design process. Companies such as Blank Label and Gemvara allow shoppers to design their own shirts and jewelry, respectively, from a range of different forms and materials. On its website, Burberry lets users choose the style, color and details of their own "Bespoke" trenches, which come in more than 12 million combinations.
The latest to enter this arena is Bow & Drape, which opened for business online late last month after raising more than $30,000 on Kickstarter.
Register for the site, and you'll be asked to identify your height, bust size and shape (i.e. pear or hourglass) to help you choose from a range of different dress and skirt styles. The silhouettes have taken on the names of the style icons from which they were inspired: A wrap-style "Diane" dress pays homage to designer Diane von Furstenberg; the "Jackie Twirl" is reminiscent of cocktail dresses once worn by former first lady Jacqueline Kennedy Onassis.
Currently, you can choose between eight dress silhouettes, two types of skirts and a scarf. Dresses cost between $155 and $315; the skirts and scarf have lower price points.
After you've selected your silhouette, you'll be able to choose between a few different colors — black, navy, fuchsia and "red currant" are the most common — and where applicable, sleeve length. Some dresses and skirts allow you to alter the bodice, or select a trim (such as brass studs or leather) for the sleeves or waist. Collectively, there are 3,000 combinations to choose from on the site.
Garments are made up in standard sizes in silk, cotton or wool, depending on the design. They are manufactured in Boston, Bedford, Mass. or New York. It takes about two weeks to manufacture and ship an order, although CEO and founder Aubrie Pagano says the company is currently a little behind schedule on account of Hurricane Sandy.
Pagano, a Harvard alum with a background in business strategy, says Bow & Drape opted for standardized sizes over made-to-measure because women typically cannot or will not provide measurements, she discovered while test piloting another startup idea earlier this year. "Women are more complicated to measure, and less comfortable with it," she says.
To help overcome sizing issues with online orders, Bow & Drape offers a "fit kit" inspired by eyewear-maker Warby Parker's home try-on system. If you're not sure what you're about to order will fit, you can click the "Sizing" button on product pages to order one; you'll then receive a box containing fabric samples and muslin patterns to try on.
Bow & Drape currently has four full-time employees, including Pagano, and is raising a seed round of funding. The startup is looking to expand into sizes up to 20 by early next year, and bridal in the second quarter.
Thumbnail image courtesy of Flickr, Aby Mackie
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