Threadless gets Boulder.

Via on Apr 11, 2009

threadless green

Threadless is, like Toms or Apple or Pangea or Whole Foods or….uh…elephantjournal.com, one of those companies that seems like less about bottomline than a 3D idea carried aloft by the enthusiasm of its users.

They take the 2.0 user-generated Wiki mentality and turn it into crowdsourced, artistic, fun, cool tees…and dollars. Read the NY Times article for more.

Here’s a somewhat awkward, refreshingly straightforward, well-edited vid on Threadless’ Boulder office by Somewhat Frank:


Threadless.com Boulder Office Visit from Frank Gruber.

Word on the business block is Threadless is amping up their brick n’mortar retail stores, just ’cause. Excerpt:

On a busy strip of commerce on Chicago’s North Side, the new Threadless T-shirt store is crowded with sporty young women in yoga pants and flip-flops, laughing as they take in the snarky slogans. The most popular shirt right now is a clever number in brown cotton that reads: “Haikus are easy/But sometimes they don’t make sense/Refrigerator.

The 1,700-square-foot store, which opened in September, is the first from the folks behind Threadless.com, one of the hottest T-shirt Web sites. If it succeeds, the 35-employee company will join the likes of clothing startups Lucy.com and Delias.com in moving from online to bricks and mortar. If it fails? Oh well. “We really had no good reason to open a store,” says co-founder and CEO Jake Nickell. “It just seemed like a fun thing to do.”

The story of Chicago’s Threadless begins, appropriately, with a T-shirt contest. In 2000, Nickell, then a 20-year-old studying multimedia and design at Illinois Institute of Art, and Jacob De Hart, 19, an engineering student at Purdue University, met when they entered an online T-shirt design competition. Nickell won, and the pair began exchanging e-mails. In 2001, after working together online on a couple of projects, the duo decided to start their own T-shirt contest and company. They scraped together $1,000 and launched Skinny Corp., parent of Threadless.com. The concept was simple: People would submit T-shirt designs online, visitors would vote for their favorite, and the winner would be printed in limited-edition runs. But the duo kept their day jobs in advertising. Says Nickell: “We had no idea what it would become.”

To build buzz about the site, the two deployed “street armies” to talk up the T-shirts. “Soldiers” earned store credit for spreading the word about Threadless. Upload a photo of yourself wearing a Threadless shirt, and you would get a credit of $1.50. Refer a friend who buys a T-shirt, and you’d earn $3. The top soldier ended up with $33,384 in credit.

A year later, De Hart and Nickell quit their ad jobs and started hiring employees. Sales went from $600,000 in 2003 to $1.5 million in 2004. In 2006 they sold a minority stake to Insight Venture Partners in Chicago and this year added five employees to work in the new store. Threadless plans to open outlets in Boulder, Colo., and San Francisco…for the rest, go to Business Week dot com.

About elephant journal

elephant journal is dedicated to "bringing together those working (and playing) to create enlightened society." We're about anything that helps us to live a good life that's also good for others, and our planet. >>> Founded as a print magazine in 2002, we went national in 2005 and then (because mainstream magazine distribution is wildly inefficient from an eco-responsible point of view) transitioned online in 2009. >>> elephant's been named to 30 top new media lists, and was voted #1 in the US on twitter's Shorty Awards for #green content...two years running. >>> Get involved: > Subscribe to our free Best of the Week e-newsletter. > Follow us on Twitter Fan us on Facebook. > Write: send article or query. > Advertise. > Pay for what you read, help indie journalism survive and thrive. Questions? info elephantjournal com

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7 Responses to “Threadless gets Boulder.”

  1. [...] this: in an age that has built Apple, Whole Foods, American Apparel, Patagonia, Threadless, Seventh Gen, Method, New Belgium, Chipotle, Planet Green and Treehugger, Eileen Fisher, [...]

  2. [...] John Friend, tech panel including Micah Baldwin, Gwen Bell, Brad Feld, and Jeffrey Kalmikoff (of Threadless), Boulder Ballet and Paper Bird. On Facebook? RSVP here. Videos will be forthcoming, including my [...]

  3. [...] famous yoga teacher John Friend, Titans of New Tech including Gwen Bell, Jeffrey Kalmikoff of Threadless, Brad Feld, Micah Baldwin of Lijit; music by Paper [...]

  4. [...] Friend ’Yoga Cowboy,’ World Titans of Tech; Brad Feld, Jeffrey Kalmikoff of Threadless, Gwen Bell, Micah Baldwin; and musical guest Paper Bird. It’ll be held at the Boulder [...]

  5. [...] let elephant drift…and maybe focus on a product-driven business, like Threadless or TOMS (two leading business model inspirations). Make my millions, then campaign for Congress in [...]

  6. Courtney says:

    I love this. It reminds me of an episode of The Simpsons.

  7. colo colo says:

    At Arsenal we don’t buy super stars, WE MAKE THEM.Wenger is a legend.That is all…

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