Startup Thinking for Stitch-Minded Founders

Why independent fashion labels chasing growth should take a cue from tech startups—without trading in their creative edge.

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Independent, Not Isolated: Why Fashion Brands Are Borrowing from Tech

Fashion founders have long prided themselves on creative autonomy and brand-first thinking. But as capital markets tighten and consumer trends shift faster than ever, a new generation of independent fashion brands is turning to startup logic to survive and grow.

The question is no longer whether fashion is art or commerce—it’s how art can remain sustainable in a climate shaped by venture capital, digital-first scaling, and data-driven product development.

From Catwalks to Cap Tables

“Fashion founders need to get comfortable thinking about growth the way a tech CEO would,” says fashion investor Ari Bloom, founder of A-Frame Brands. “That doesn’t mean giving up your creative soul—it means designing systems to protect it.”

Just a decade ago, creative labels could thrive on editorial press and wholesale distribution. Today, those same brands are being outpaced by competitors who invest in repeatable customer acquisition engines, tech-enabled supply chains, and lean operations.

According to data from McKinsey’s State of Fashion report, over 70% of fast-growing fashion brands under $20M in revenue now identify themselves as “digitally native” and use subscription-based or limited drop models to drive engagement.

What Startups Get Right (That Fashion Often Doesn’t)

Tech startups succeed when they build systems that grow independently of the founder’s charisma. Indie fashion often fails for the exact opposite reason: too much brand personality, not enough operational clarity.

Below are five startup principles fashion founders should consider:

Startup Principle	Fashion Application
Build a Minimum Viable Product (MVP)	Launch limited, data-tested capsule collections before going wide
Seek Product-Market Fit	Test styles using email preorders and gauge interest before production
Raise Smart, Not Fast	Target angel investors and micro-funds with fashion-specific experience
Hire Like a Startup	Use fractional talent for marketing, operations, and finance
Obsess Over Retention	Build customer loyalty programs, not just seasonal campaigns

Caution: Growth is Not a Brand Strategy

But here’s the catch: Startups can afford to be disposable. Brands can’t. If your entire value is built on novelty or virality, you risk burning out your audience before your margin model even stabilizes.

“Too many young labels try to scale before they understand what they actually stand for,” warns Leandra Medine Cohen, former founder of Man Repeller. “Fundraising doesn’t fix identity issues.”

Fashion is one of the few industries where the product is the marketing. Founders who prioritize VC check sizes over long-term creative value will inevitably erode trust—especially in communities built on identity and expression.

Investor-Ready vs. Soul-Sold

It’s possible—and increasingly common—for fashion brands to raise early-stage funding while preserving their creative ethos. Some strategies include:

• B Corp certification to attract impact investors

• Revenue-based financing to avoid equity dilution

• Crowd equity platforms like Republic to raise from fans

• Transparent governance models to reassure both investors and loyal customers

According to data from PitchBook, fashion and beauty startups raised over $2.4 billion globally in early-stage rounds in 2023—with the largest deals going to brands that demonstrated measurable traction in online communities and repeat buyer behavior.

Conclusion

Independent doesn’t have to mean unsophisticated. Creative doesn’t have to mean chaotic. And scaling doesn’t have to mean selling out. Indie fashion brands willing to borrow from the startup playbook—selectively and strategically—stand the best chance of lasting beyond the next drop.

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