23 Trending Fashion Startups to Watch in 2024

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The fashion world is always changing, and with it comes a new crop of fashion startups looking to make their mark on the industry. From online boutiques to innovative new tech, these startups are poised to change how we think about fashion.

In this article, we’ll look at some of the most promising brands in the fashion industry and explore what makes them so unique. We'll also take a look at their funding amounts and who their investors are.

Recommended: Learn how to launch your own company by reading our comprehensive guide on how to start a startup.

Innovative Fashion Startups to Follow

Every year, new startups pull to the forefront of their industry through exciting innovation, tech, and industry-disrupting business models. We’ve rounded up the top fashion startups of 2024 that startup lovers, investors, and aspiring entrepreneurs should follow.

Disclaimer: With so many exciting fashion companies launching and growing worldwide, we aren’t able to cover them all. Furthermore, the startups that are listed below are not officially ranked and are listed in no particular order.

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1. Heuritech

  • Location: Paris, France
  • Founders: Charles Ollion, Tony Pinville
  • Founded In: 2013
  • Funding: Series A, $5.7 Million
  • Investors Include: Elaia, Serena

Heuritech utilizes AI technology to offer brands insights and analytics on trends and products. By collecting and analyzing real-world images on social media, Heuritech helps brands create better-selling products, increase sustainability, and align with consumer demands.

2. Italic

  • Location: Los Angeles, California
  • Founders: Jeremy Cai
  • Founded In: 2018
  • Funding: Series Unknown, $15 Million
  • Investors Include: Adapt, Heartcore Capital

Italic is a virtual marketplace that aims to be a one-stop shop for everything consumers need. By offering high-quality products from manufacturers at a steep discount (50%-80% off the retail price), Italic boasts a strong competitive advantage. Additionally, the startup provides tools, distribution, and technology to brands looking to engage with a global audience.

3. Dopple

  • Location: San Francisco, California
  • Founders: Chao Wang, Janel Molton Hertz
  • Founded In: 2017
  • Funding: Undisclosed, $9.8 Million
  • Investors Include: Precursor Ventures, WorldQuant Ventures

Dopple is an online marketplace for children’s clothing and accessories. Using a personalized quiz and machine learning, Dopple helps parents find the perfect clothing for their children by sending custom-curated outfits to their door quarterly.

4. Italist

  • Location: Los Angeles, California
  • Founders: Andrea Milani, Giuseppe Sacco, Raffaele Giovine
  • Founded In: 2014
  • Funding: Seed, $1.1 Million
  • Investors Include: Zillionize, TransCosmos

Italist is a fashion startup that delivers direct-to-consumer luxury and designer goods at an average of 40% of the retail price. By utilizing their network of Italian boutiques to offer a range of quality-driven products, they are able to provide a more affordable experience without sacrificing luxury.

Feeling inspired? Learn how to launch your company with our guide on how to start a startup.

5. Girlfriend Collective

  • Location: Seattle, Washington
  • Founders: Ellie Dinh
  • Founded In: 2016
  • Funding: Undisclosed
  • Investors Include: N/A

Girlfriend Collective is an athleisure meets sustainability fashion startup that creates trendy products from fishing nets and plastic water bottles. The startup, notably, launched with a free leggings campaign that propelled the company into success almost immediately.

6. HELM Boots

  • Location: Austin, Texas
  • Founders: Joshua Bingaman
  • Founded In: 2009
  • Funding: Series Unknown, $2.5 Million
  • Investors Include: N/A

HELM Boots is a men’s footwear brand that makes hardworking, well-crafted boots from domestic leathers and materials. Handcrafted in Maine, HELM’s long-lasting boot is versatile, timeless, and — above all — functional.

7. Mejuri

  • Location: Toronto, Canada
  • Founders: Majed Masad, Noura Sakkijha
  • Founded In: 2013
  • Funding: Series B, $28 Million
  • Investors Include: Felix Capital, Imaginary Ventures

Mejuri is a direct-to-consumer jewelry company with new product launches every Monday. Their handcrafted, everyday jewelry is affordable without sacrificing quality or ethics. The startup saw exponential growth through its successful influencer marketing campaigns.

8. Depop (Acquired by Etsy)

  • Location: London, United Kingdom
  • Founders: Simon Beckerman
  • Founded In: 2011
  • Funding: Non-Equity Assistance, $105.6 Million
  • Investors Include: Future Fifty, Creandum

Depop is making the fashion industry accessible to everyone by developing a platform where people can buy, sell, discover, and explore various items. The platform is run by and made useful by everyday people looking to sell and trade their clothing items. Users are able to find a range of clothing categories and well-known brands like Vintage, Urban Outfitters, Jordans, and Y2K.

9. Skims

  • Location: Culver City, California
  • Founders: Jens Grede, Kim Kardashian
  • Founded In: 2019
  • Funding: Series B, $399 Million
  • Investors Include: Imaginary Ventures, D1 Capital Partners

Skims creates underwear, loungewear, and shapewear for women. The clothing line was created to help women feel more empowered in their own bodies and to give them a range of items that can be worn in any situation. Skims has become one of the most popular fashion startups due to its inclusive message and body-positive clothing.

10. Intelistyle

  • Location: London, United Kingdom
  • Founders: Kostas Koukoravas, Michael Michelis
  • Founded In: 2017
  • Funding: Seed, $778K
  • Investors Include: Techstars, Metavallon VC

Intelistyle uses the power of AI technology to provide solutions to fashion retailers. Customers who are looking for the right item to match their personal preferences will be given styling advice using AI. The software can help customers in a personalized way that should increase conversion rates by up to 124% and basket size by about 42%. Upselling becomes easy for retailers with on-trend outfits and alternative recommendations.

11. Public Rec

  • Location: Chicago, Illinois
  • Founders: Zach Goldstein
  • Founded In: 2015
  • Funding: Undisclosed
  • Investors Include: N/A

Public Rec focuses on making incredibly comfortable leisure wear for people on the go. They want their clothing to look good and fit any scenario whether it be running errands or going for a leisurely walk. Public Rec measures the clothing by the waist and inseam sizes to get a better fit so that there won't be a need for personal tailoring. Men and women can find clothes in neutral colors that go together for any situation.

12. Good On You

  • Location: Sydney, Australia
  • Founders: Gordon Renouf, Sandra Capponi
  • Founded In: 2015
  • Funding: Seed
  • Investors Include: Plug and Play

Good On You is supporting the ethical clothing market by developing an app that allows you to see which brands are more ethical to influence buying decisions. Customers can also see different sales and promotions and get insightful advice on what's popular. The company looks at various metrics involving the fashion industry and then ranks brands based on how they do in each category.

13. Queenly

  • Location: San Francisco, California
  • Founders: Kathy Zhou, Trisha Bantigue
  • Founded In: 2019
  • Funding: Seed $9.4 Million
  • Investors Include: Andreessen Horowitz, Harvard Management Company

Women who are looking for a dress that will reflect the experience of the night can find what they're looking for with Queenly. The company offers a wide range of dresses for different occasions like prom, homecoming, and weddings. Customers will find a range of dresses that fit any budget, so any shopper will find something they can wear. There are also helpful blog posts that give additional context to the styles and brands worth considering.

14. Allbirds

  • Location: San Francisco, California
  • Founders: Joseph Zwillinger, Tim Brown
  • Founded In: 2014
  • Funding: Series E, $202.5 Million
  • Investors Include: For Good Ventures, Franklin Templeton Investments

Allbirds is a sustainable shoe brand that uses environmentally-friendly materials to create its products. Different sustainable materials are used, but wool is one of the most common. Allbirds has expanded beyond just shoes and now sells socks, insoles, and laces made with sustainable materials. Men and women can find a range of styles that will fit any personality. The shoes are exceptionally soft compared to other brands, and the website lets customers track the progress of Allbird's environmental impact.

15. The Black Tux

  • Location: Santa Monica, California
  • Founders: Andrew Blackmon, Mike Gammarino, Patrick Coyne
  • Founded In: 2012
  • Funding: Series C, $67.6 Million
  • Investors Include: Raine Ventures, Menlo Ventures

The Black Tux takes the modern man and makes a business model based on his preferences. Men can rent their tuxes and even buy suits if needed — all online. The way it works is men choose the style they want, then they set up a renting or buying system online and track the progress of everyone. Customers can even take a quiz for the exact measurement sizes and then receive their suit 10 days before the event.

16. Seamm

  • Location: United States
  • Founders: Marina Martianova
  • Founded In: 2021
  • Funding: Seed, $1.7 Million
  • Investors Include: Multiple Group, Advent International

Seamm is a virtual fashion startup bringing real-world fashions to the metaverse. Founded by Marina Martianova, Seamm works directly with fashion houses to create virtual duplicates of pieces and full collections to be worn by avatars in the Decentraland metaverse.

17. StockX

  • Location: Detroit, Michigan
  • Founders: Chris Kaufman, Dan Gilbert, Greg Schwartz, Josh Luber
  • Founded In: 2015
  • Funding: Secondary Market, $690 Million
  • Investors Include: Dragoneer Investment Group, Altimeter Capital

StockX is taking advantage of the limited edition and high-demand sneaker industry and creating a marketplace for buyers and sellers online. Members on the site can leave reviews so that buyers know they are getting reputable products with reliable deliveries. There are other items from well-known brands also available on the platform, like handbags, stuffed animals, hoodies, t-shirts, and more.

18. NA-KD

  • Location: Gothenburg, Sweden
  • Founders: Jarno Vanhatapio, Klas Hedsta
  • Founded In: 2015
  • Funding: Secondary Market $88.5 Million
  • Investors Include: Nordic Secondary Fund, Quadrille Capital

NA-KD is originally a Swedish company that brings the boldness of Europe to the rest of the world. The designs often have loud and noticeable fabric designs while still being refined and high-class. The company does frequent collaborations with designers and has limited run releases of the clothing lines. The clothing is affordable and on-trend, and it is also trying to contribute to the social responsibility of sustainability in the industry.

19. Figs

  • Location: Los Angeles, California
  • Founders: Heather Hasson, Trina Spear
  • Founded In: 2013
  • Funding: Series B, $75 Million
  • Investors Include: Tulco, Techstars

Figs is unique in that it focuses its clothing brand on one type of clothing: scrubs for healthcare providers. The brand focuses on the design, technical fabrications, and comfort of each piece they release. Men and women will find colors unique to the company that fit well and leave room for healthcare workers to do their job. The company even specializes in office-ready scrubs for doctors to look more official while doing their rounds.

20. Universal Standard

  • Location: New York, New York
  • Founders: Alexandra Waldman, Polina Veksler
  • Founded In: 2014
  • Funding: Series A, $8.5 Million
  • Investors Include: AA Sons, Fernbrook Capital Management

Universal Standard is an inclusive brand offering everyday essentials to women of all sizes. The company works with high-quality fabrics that offer sustainable options, including Peruvian cotton, stretch linen, Italian wool, and French satin-back crepe. In addition, all styles are wear-tested to ensure that when they are purchased online, they fit exactly how any woman would want them to.

21. Lunya

  • Location: Santa Monica, California
  • Founders: Ashley Merrill
  • Founded In: 2014
  • Funding: Undisclosed
  • Investors Include: N/A

Lunya is a women's brand that sells sleepwear and loungewear (its brother company Lahgo does the same for men). The company uses a variety of different fabrics and cuts that help bring comfort while you are trying to lay down for the night or rest from a long day. Multiple styles are available to fit any preference, and different categories will help women get all parts of their body covered with comfort.

22. Pomelo

  • Location: Bangkok, Thailand
  • Founders: Casey Liang, David Jou
  • Founded In: 2013
  • Funding: $124.5 Million
  • Investors Include: Jungle Ventures, InterVest Star Growth Fund

Pomelo is an international clothing brand built for women that fits any number of occasions. Whether women need a style for work, hanging out on the weekends, having fun dates, or going to school, they can find it on Pomelo. The range of prices is made to fit any person's budget, and there are new arrivals every week in the store.

23. ManiMe

  • Location: Santa Monica, California
  • Founders: David Miró Llopis, Jooyeon Song
  • Founded In: 2017
  • Funding: $8.9 Million
  • Investors Include: Canaan Partners, Trinity Ventures

ManiMe straddles the line of beauty and fashion with their fitted and ready-to-wear manicures made all with 3D scanning technology. The manicures are made specifically for each customer's hand and are gel manicures that are easy to apply — no dry time or UV lamp needed. Customers can choose from a variety of styles that are all made and tailored specifically for each customer's nail shape and size.

Recommended: Check out our full list of the top startups to watch in 2024!

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