UH's business school just received its second largest gift ever. Photo courtesy of University of Houston

University of Houston's C.T. Bauer College of Business has received its second largest donation to benefit its entrepreneurship program.

The Cyvia and Melvyn Wolff Center for Entrepreneurship, which was recently ranked the top undergraduate entrepreneurship program in the country, received the $13 million gift from its namesake foundation — The Cyvia and Melvyn Wolff Family Foundation — and the state of Texas is expected to match an additional $2 million, bringing the total impact to $15 million.

"Our family is deeply committed to the ideals of entrepreneurship," says Cyvia Wolff in a news release. "Our business personified everything that it means to be an entrepreneur. The skills, the thinking, the mindset are fundamental to success for business leaders today and in the future. On behalf of my late husband, we are truly honored to ensure the entrepreneurial legacy not only endures but remains accessible for students. We are truly honored to be part of this program and university."

The money will be used to create three endowments for the program. The Dave Cook Leadership Endowment, named for the center's director, Dave Cook, will be created and funded with $7 million of the donation to support leadership within the organization. For $4 million, the center will create the Wolff Legacy Endowment, which aims to increase students involved in the center, as well as the companies coming out of the program. The last $2 million will be used to create the Cyvia and Melvyn Wolff Endowed Chair(s)/Professorship(s) in Entrepreneurship. This initiative will support research and community outreach.

"We are passionate about entrepreneurship and how it can forever change students' lives," says Bauer Dean Paul A. Pavlou in the release. "We seek to further promote entrepreneurship as a university-wide, even citywide effort, by collaborating within and across the university in a multitude of areas, such as technology, health care, arts and sports."

The program was created in the mid '90s and was later renamed after Cyvia and Melvyn Wolff in 2007, and has seen great success over the past decade. In that time, Wolff students have created 1,270 businesses, with identified funding of just over $268 million. According to the release, the program has been ranked in the top two spots of the Princeton Review's top undergraduate entrepreneurship programs for nine of the past 12 years.

"Entrepreneurship is crucial for the future of our country, as well as our city and state," says UH President Renu Khator in the release. "We are proud to be at the forefront of work around entrepreneurial training and research. The uniqueness of our program has and continues to make it the model program. This extraordinary gift ensures our leadership in this space will continue and will support the creation of businesses, change communities and impact our students' lives."

At UH, 2,500 students take at least one entrepreneurship course a year, and more than 700 students complete certificate programs.

"What we are doing is transformative in the lives of students, mentors and stakeholders in a way that elevates everyone towards excellence," Cook, who was named the director of the program in 2017, says in the release. "The impact of this gift allows us to remain the leader and to move forward with confidence, purpose and permanence."

UH's business school has been recognized for innovation and entrepreneurship. Photo via bauerticker.uh.edu

Houston health tech company raises $8M, former WeWork exec has a new gig, UH programs recognized, and more innovation news

Short stories

Hitting headlines this month are innovation news stories from sustainability and education to funding and startup competitions.

In this innovation news roundup, two health-focused startups raise money, the University of Houston earns two pats on the back, a Houston-based former WeWork exec joined the C-suite of a sustainable clothing company, and more.

BrainCheck closes $8 million series A round

BrainCheck has received funding to grow its cognitive assessment platform. Photo via braincheck.com

Houston-based BrainCheck, a cognitive health tech platform closed its $8 million series A funding round. Austin-based S3 Ventures and Chicago-based Tensility Venture Partners co-led the round, and Austin-based True Wealth Ventures and Kansas-based Nueterra Capital also contributed to the round.

BrainCheck's digital platform allows physicians to better assess cognitive function in their patients. The new funds will be used for research and development, including customizing the platform's algorithm for an enhanced patient experience, according to a news release.

"Cognitive healthcare should be an end-to-end solution where problems can be assessed early, and results shared between patients and physicians," says Dr. Yael Katz, co-founder and CEO of BrainCheck, in the release. "By analyzing multiple forms of data, BrainCheck helps physicians create and fine tune personalized interventions. This not only improves outcomes for current patients, but is invaluable to developing management and treatment strategies for future generations."

Former WeWork exec Emily Keeton joins C-suite of a sustainable clothing startup

Goodfair has created a digital thrifting platform. Photo via goodfair.com

After a little over two years at WeWork in leadership positions, Emily Keeton has left the coworking space company to join a Houston startup. Keeton, who was among the founders of Station Houston, is now the chief operating officer at Goodfair, a direct-to-consumer thrift platform based in Houston.

"The rise of fast fashion is contributing to major environmental change," she tells InnovationMap. "Right now, the average American buys 68 new garments a year and wears each one only 7 times. Clothing production is responsible for over 20 percent of all industrial water pollution."

Keeton says she was connected with Goodfair's CEO, Topper Luciani, through the company's lead investor, Paul Bricault of California-based Amplify. Luciani just moved to Houston, and the company also has a warehouse here.

Goodfair sells bundles of "pre-loved" clothes based on size and category at a low price point.

"You know you'll get a medium flannel shirt, but you don't know exactly what color. If you don't like it, you can get a new order for the cost of shipping only," Keeton says. "We have created an entirely new model for this industry, which is an over $14 billion market."

NurseDash raises bridge round as the startup braces for growth

Houston-based NurseDash is the Uber of staffing nursing shifts in medical facilities. Photo via nursedash.com

A growing Houston startup has received bridge funding ahead of opening a larger round. NurseDash, a digital staffing tool for nurses and medical facilities, has received $500,000 from East Coast-based SEI Ventures.

The corporate-backed fund has contributed greatly to higher education institutions, like Capella University, which has a large nursing program.

"Some of the ways we think we can help NurseDash accelerate their growth is getting getting word out to Capella's tens of thousands of alumni and hundreds of employer partners to make sure they are aware of the advantages of the platform, and potentially organizing an educational partnership as well," Taylor Chapman, Houston native and principal at SEI Ventures, tells InnovationMap.

NurseDash, which launched in 2017, now has a presence in 80 facilities on the platform and over 1,000 clinician users in Houston, Austin, and Northeast Ohio.

"We are excited to have SEI join us as a strategic investor and the opportunity that it brings for us to provide enhanced educational opportunities to our clinicians as well as greater exposure the wonderfully talented group that comprises the alumni and nursing students of Cappella University," says CEO and Co-founder Jake Kohl in an email.

University of Houston programs receive recognition

The University of Houston's business school has been recognized for two of its programs. Photo courtesy of University of Houston

The University of Houston's business school has two more feathers to add to its cap.

Bloomberg BusinessWeek named the MBA program at the C. T. Bauer College of Business as among the world's best programs for entrepreneurs. The program tied for ninth in the B- category out of 126 programs surveyed.

"Bauer students indeed reflect the values of our beloved Houston," Professional Programs Associate Dean Leiser Silva says in a news release. "Like our city, they have grit, they are resilient, and they are the bearers of an unparalleled ingenuity. It is in their character to assume calculated risks and be entrepreneurs."

Meanwhile, Bauer's Stimulating Urban Renewal through Entrepreneurship received the 2019 Award of Excellence for Innovation + Talent at the recent University Economic Development Association annual summit. The program creates a partnership between UH students and local entrepreneurs and area business leaders.

"At the heart of the program is experiential learning for our students, along with a commitment to service and civic engagement," says SURE™ founder and director Saleha Khumawala, in a news release.

Capital Factory seeks Texas companies for artificial intelligence challenge

blockchain

Capital Factory is looking for AI companies to compete for $100,000. Getty Images

Austin-based Capital Factory, which has a statewide presence, is looking for startups with artificial intelligence technologies.

The $100,000 Artificial Intelligence Challenge is asking companies to submit their solutions to four key challenges decided by the Army Artificial Intelligence Task Force. The four challenges are: Intelligence support for long-range precision, automated threat recognition for the next-generation combat vehicle, human resources and talent management, and predictive maintenance for military assets.

The competition will conclude on November 12th, at Capital Factory's Defense Innovation Summit. Five technology finalists will be judged by a panel, and one will receive a $100,000 investment that day. The deadline to apply online is October 21.

Work & Mother announces new location

Houston-based Work & Mother is rethinking how new mothers pump in the office. Courtesy of Work & Mother

Houston startup Work & Mother, which runs lactation centers for new moms returning to work, has another location opening. Brookfield Properties announced that Work & Mother has signed a lease for a 949-square-foot space at Three Allen Center at 333 Clay St. in downtown Houston with an expectation top open next summer.

"We are thrilled to partner with Brookfield Properties on this project. We've found that companies aren't equipped to fully address such a private and intimate issue as pumping breast milk in the office," says Abbey Donnell, founder and CEO, in a news release. "It doesn't make sense for every company in a large office tower to take this on individually. Work & Mother is a better economic option for companies in that they reduce their legal risks and create a better working environment, preserving their own office space for their core business."

Life Time Work opening its first Houston location is among this roundup of Houston innovation news. Courtesy of Life Time Work

Hypergiant receives funding from Japan, UH honored for entrepreneur program, coworking space opens, and more Houston innovation news

Short stories

In the Houston innovation news cycle, it's hard to keep up. Three higher education institutions are celebrating big wins within innovation and entrepreneurialism, a new coworking space joins the scene, and a health tech competition launches out of the Texas Medical Center.

Here are all the short stories within Houston innovation that you may have missed.

Texas AI company makes international partnership

Photo via hypergiant.com

Hypergiant Industries, a Texas industrial AI company with a presence in Houston, announced that it has received funding from and has entered into a partnership with Japan-based Sumitomo Corporation of Americas. The relationship will allow the company to enable and accelerate Hypergiant's AI-driven innovation initiatives across over 900 Sumitomo subsidiaries and associated companies.

"We're proud to be backed by a global leader like SCOA," says Ben Lamm, CEO and co-founder of Hypergiant, in a release. "SCOA is a company that has advanced so many industries with critical technological breakthroughs decade after decade. This relationship will ensure that both SCOA and Hypergiant remain ahead of the competition in AI for years to come."

The funding amount wasn't disclosed.

Bauer College of Business gets top marks

Photo via bauerticker.uh.edu

The Deshpande Foundation has selected The University of Houston for its 2019 Entrepreneurial University Award, recognizing the Cyvia and Melvyn Wolff Center for Entrepreneurship at the C.T. Bauer College of Business.

"Over the past decade, the Wolff Center's reputation as one of the nation's leading entrepreneurship programs has grown tremendously, and this award from the Deshpande Foundation reinforces that Bauer College is empowering students to innovate through a world-class program that emphasizes experiential learning and personalized attention by dedicated mentors," says Paul A. Pavlou, incoming dean of the Bauer College, in a release.

The award was announced by the Massachusetts-based organization at the Deshpande Symposium for Innovation and Entrepreneurship in Higher Education at the University of Massachusetts Lowell on June 11.

Life Time Work opens its doors

Courtesy of Life Time Work

Life Time Work's first Houston-area location has opened its doors in City Centre Five at 825 Town & Country Lane. The next location has already been announced to open in downtown Houston next year.

"Life Time Work is a natural extension of the lifestyle brand we have built in our athletic resorts over the past 27 years," says Life Time Work president, James O'Reilly, in a release. "With Houston's continued growth and diversified business and entrepreneurial community, City Centre is the perfect location for us to unveil this concept. We look forward to helping our members in their pursuit of a fulfilling and healthy work life."

The 25,000-square-foot space features 79 desks, 48 offices, lounge spaces, eight phone booths, two phone rooms, five conference rooms, and more features.

JLABS @ TMC opens contest for health care startups

Photo via jlabs.jnjinnovation.com

Johnson & Johnson Innovation, the Texas Medical Center, and AngelMD have teamed up to launch the Breakthrough Medical Technologies QuickFire Challenge, which is looking for game-changing medical device ideas from all over the world for a chance to win prizes.

The winner — or winners — will "receive up to $250,000 in convertible notes funding from TMC, entry to the TMCx accelerator program, one year of residency at JLABS @ TMC in Houston, Texas, and access to the Johnson & Johnson, Innovation - JLABS global ecosystem," according to the website. Also on the line — an additional convertible note investment up to $100,000 from AngelMD's Catalyst Fund.

The competition is looking for innovations within a wide range of health technologies, from oncology to 3D printing.

Houston hospital ranks No. 1 in the state for being one of America's Best Employers

Courtesy of Methodist Hospital/Facebook

Forbes partnered with market research company Statista to identify the best employers in each state. In Texas, Houston was represented at the top. Houston Methodist ranked as the number one company on the Texas list.

Royal Dutch Shell, which ranks at No. 11, is the next Houston-headquartered company on the list, followed by The University of Texas Health Science Center at Houston (No. 19), Katy Independent School District (No. 22), and Texas Children's Hospital (No. 23.)

HCC recognized for innovation of the year

Photo courtesy of HCC

Houston Community College received the Innovation of the Year Award from the League for Innovation in the Community College. HCC won for its Zero Textbook Degree initiative, which launched in 2017 and has grown from 28 to 98 sections across five HCC campuses.

"The Z-Degree program is managed by an entire group of hardworking and forward-thinking HCC faculty who are all deserving of the accolades currently bestowed on them," says Chancellor Cesar Maldonado in a news release.

Textbook prices have increased 88 percent since 2006, according to the Bureau of Labor Statistics, and, according to the release, textbooks could end up costing some HCC students more than their tuition.

Rice University hosts inaugural program for future entrepreneurs

Photo courtesy of Lilie



Rice's Liu Idea Lab for Innovation and Entrepreneurship got a jump on molding its young minds. Lilie hosted 44 incoming freshmen as a part of its inaugural Lilie Change Maker Summit. For four days, the to-be students had the opportunity to get get a taste of the program and entrepreneurialism through workshops, guest speakers, and more.

The summit was led by Jamie Jones, executive director of Lilie, and Hesam Panahi, lecturer in entrepreneurship at Rice's Jones Graduate School of Business and a faculty member at Lilie.

"We truly believe this will be a game changer in the Rice entrepreneurial ecosystem," says Caitlin Bolanos, associate director at Lilie, in an email to InnovationMap. "We were able to connect with these students and build loyalty before they even officially started in the fall, and the students are so pumped to have found each other and to continue working on their ideas while at Rice."

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

These 3 Houston research projects are aiming to fight or prevent cancer

Research roundup

Cancer remains to be one of the medical research community's huge focuses and challenges, and scientists in Houston are continuing to innovate new treatments and technologies to make an impact on cancer and its ripple effect.

Three research projects coming out of Houston institutions are providing solutions in the fight against cancer — from ways to monitor treatment to eliminating cancer-causing chemicals in the first place.

Baylor College of Medicine's breakthrough in breast cancer

Photo via bcm.edu

Researchers at Baylor College of Medicine and Harvard Medical School have unveiled a mechanism explains how "endocrine-resistant breast cancer acquires metastatic behavior," according to a news release from BCM. This research can be game changing for introducing new therapeutic strategies.

The study was published in the Proceedings of the National Academy of Sciences and shows that hyperactive FOXA1 signaling — previously reported in endocrine-resistant metastatic breast cancer — can trigger genome-wide reprogramming that enhances resistance to treatment.

"Working with breast cancer cell lines in the laboratory, we discovered that FOXA1 reprograms endocrine therapy-resistant breast cancer cells by turning on certain genes that were turned off before and turning off other genes," says Dr. Xiaoyong Fu, assistant professor of molecular and cellular biology and part of the Lester and Sue Smith Breast Center at Baylor, in the release.

"The new gene expression program mimics an early embryonic developmental program that endow cancer cells with new capabilities, such as being able to migrate to other tissues and invade them aggressively, hallmarks of metastatic behavior."

Patients whose cancer is considered metastatic — even ones that initially responded to treatment — tend to relapse and die due to the cancer's resistance to treatment. This research will allow for new conversations around therapeutic treatment that could work to eliminate metastatic cancer.

University of Houston's evolved brain cancer chip

Photo via uh.edu

A biomedical research team at the University of Houston has made improvements on its microfluidic brain cancer chip. The Akay Lab's new chip "allows multiple-simultaneous drug administration, and a massive parallel testing of drug response for patients with glioblastoma," according to a UH news release. GBM is the most common malignant brain tumor and makes up half of all cases. Patients with GBM have a five-year survival rate of only 5.6 percent.

"The new chip generates tumor spheroids, or clusters, and provides large-scale assessments on the response of these GBM tumor cells to various concentrations and combinations of drugs. This platform could optimize the use of rare tumor samples derived from GBM patients to provide valuable insight on the tumor growth and responses to drug therapies," says Metin Akay, John S. Dunn Endowed Chair Professor of Biomedical Engineering and department chair, in the release.

Akay's team published a paper in the inaugural issue of the IEEE Engineering in Medicine & Biology Society's Open Journal of Engineering in Medicine and Biology. The report explains how the technology is able to quickly assess how well a cancer drug is improving its patients' health.

"When we can tell the doctor that the patient needs a combination of drugs and the exact proportion of each, this is precision medicine," Akay explains in the release.

Rice University's pollution transformation technology

Photo via rice.edu

Rice University engineers have developed a way to get rid of cancer-causing pollutants in water and transform them into valuable chemicals. A team lead by Michael Wong and Thomas Senftle has created this new catalyst that turns nitrate into ammonia. The study was published in the journal ACS Catalysis.

"Agricultural fertilizer runoff is contaminating ground and surface water, which causes ecological effects such as algae blooms as well as significant adverse effects for humans, including cancer, hypertension and developmental issues in babies," says Wong, professor and chair of the Department of Chemical and Biomolecular Engineering in Rice's Brown School of Engineering, in a news release. "I've been very curious about nitrogen chemistry, especially if I can design materials that clean water of nitrogen compounds like nitrites and nitrates."

The ability to transform these chemicals into ammonia is crucial because ammonia-based fertilizers are used for global food supplies and the traditional method of creating ammonia is energy intensive. Not only does this process eliminate that energy usage, but it's ridding the contaminated water of toxic chemicals.

"I'm excited about removing nitrite, forming ammonia and hydrazine, as well as the chemistry that we figured out about how all this happens," Wong says in the release. "The most important takeaway is that we learned how to clean water in a simpler way and created chemicals that are more valuable than the waste stream."

Deloitte lays out the benefits of digital innovation

Some workers fear technology, wondering "will a robot eventually replace my job?" Yet, Deloitte Insights and MIT Sloan Management Review found in a recent study that the more a company uses digital technology, the more likely it is to be innovative, which can benefit individuals, teams, organizations, and groups of organizations.

Deloitte and MIT collaborated for the fifth time to conduct a global study about digital innovation. They surveyed more than 4,800 businesspeople and interviewed 14 subject matter experts. The results were published in a June 2019 report titled "Accelerating Digital Innovation Inside and Out."

Deloitte and MIT shared two main findings from the survey:

  1. Digitally maturing companies innovate at higher rates — both internally and externally — than companies with early or developing digital maturity.
  2. Companies should know their ethics so that they can innovate wisely.

Internal innovation
Most digitally maturing companies innovate internally in two ways. First, they typically allow individuals to innovate within their jobs. The more digitally mature a company is, the more likely an employee was to say that more than 10 percent of their work involves the opportunity to experiment and innovate. The opposite was also true. Employees of less digitally mature companies were more likely to say that less than 10 percent of their work involves the opportunity to experiment and innovate.

In addition to encouraging individuals to innovate, most digitally maturing companies urge groups to innovate by establishing cross-functional teams. These teams are generally comprised of individuals from across multiple departments and roles and often exist to accomplish a specific task. Deloitte and MIT found that 83 percent of digitally maturing companies surveyed use cross-functional teams. This is far higher than respondents of either developing or early-stage companies' cross-functional team use — 71 percent and 55 percent, respectively.

External innovation
In addition to having employees innovate internally (both individually and in groups), digitally maturing companies often innovate externally by collaborating with others (e.g., their customers, their competitors, government institutions, and more) in their ecosystem. Ecosystems, which are formal or informal networks of organizations working toward a common goal, typically feed innovation in two ways. First, they integrate platform companies, meaning that companies that provide services to other companies — such as Amazon and PayPal — are both a part of the ecosystem and also strengthen it by being part of it.

Second, digitally maturing companies allow all organizations within the network to get better feedback. A company is not just getting feedback from their own customers, but from all customers within the ecosystem.

Ethics and innovation
In order to get the most benefit from their internal and external collaborations, companies should use "loose coupling," a term first coined by organizational theorist Karl Wieck. This means that individuals are linked to teams, teams to the organization, and the organization to fellow members of its ecosystem — but not too tightly. This model allows people the freedom to have both some autonomy and also some oversight as they innovate. If people are micromanaged, they are not able to innovate as well.

Because innovation requires loosening the reins somewhat, companies should have strong ethics systems in place. Otherwise, innovation can get out of hand, and a company risks having employees develop goods or services which aren't in line with organizational values.

Survey conclusion
Over half (56 percent) of survey respondents said they think their organization will exist and be in a much stronger position in 10-20 years due to the organization's use of digital capabilities. A similar percentage (44 percent) of survey respondents said that in 10-20 years, they think that their organization will have been bought out or gone out of business. Companies can act based on market and competitive forces but cannot control them. Companies can, however, decide how much of a priority digital innovation will be.

If they decide it is a priority, how can companies become more innovative? Companies should consider several tips:

  1. Work with other organizations within your ecosystem.
  2. Prioritize cross-functional teams.
  3. Use loose coupling which allows room for trial and error.
  4. Establish and continually update your ethics guidelines.

Innovation in Houston
The Houston innovation scene is thriving, and local organizations know that they are stronger together than apart. Houston Exponential is a "nonprofit organization created to accelerate the growth of Houston's innovation ecosystem" which hopes to "turn Houston into a hub for high-growth high-potential companies by creating pathways for innovation to flow at scale." Houston Exponential has stakeholders from companies, non-profits, government entities, and academic institutions.

---

This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.

About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as "Deloitte Global") does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the "Deloitte" name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.

Copyright © 2020 Deloitte Development LLC. All rights reserved.

Growing Houston thrift startup aims to impact the unsustainability of the fashion industry

do goodfair

A Houston-based online retailer for second-hand clothing is quickly growing, aiming to make "No New Things" the mantra of the fashion world.

As the popularity of "Fast Fashion," or cheap clothing produced rapidly by mass-market retailers, begins to decline, brands are refocusing on upcycled, recycled, and sustainable clothing — and Goodfair has bet its business plan on this movement.

"I realized that there was too much stuff out there," says Topper Luciani, founder and CEO of Goodfair, "and there is an environmental crisis being caused by the clothing industry. They're manufacturing so many items, they're using slave labor, they're pumping dyes and other chemicals into rivers. It's absolutely wild."

The fashion industry contributes 10 percent of the world's carbon emissions, is the second-largest user of the earth's water supply, and pollutes the oceans with microplastics according to a report from Business Insider in October 2019. Additionally, the outlet reports that 85 percent of all textiles go to the dump every year.

"Still, we have an enormous demand for these clothes that are being thrown away and that demand is just being filled by more cheap new clothes at malls and things like that, instead of reintroducing second-hand clothes," says Luciani. "I've been working really hard on creating a way to make a frictionless process for reintroducing those clothes."

Luciani, tells InnovationMap that he predicts the size of the recycled clothing industry will grow to $51 billion by 2023. Following in the footsteps of second-hand online retail giants such as thredUP and Poshmark, Luciani takes things to the next level by focusing on adding ease to the online shopping experience, telling InnovationMap that it should be as easy as clicking one button.

The idea of Goodfair was surprisingly not inspired by the apparel industry at all. Luciani tells InnovationMap that he was influenced by the founder of Uber, Garret Camp, and Camp's idea for a one-click car service.

"Their whole concept was to just hit a button and a taxi comes, says Luciani. "I wanted to look at a thrift store through that lens."

Goodfair, which launched in 2018, adds to the trend of second-hand clothing with the introduction of "mystery shopping," shipping all of their clothing in variety packs chosen according to a customer's size and taste. This eliminates the cost of photographing, measuring, lowering the price for both the customer and the company.

"I had this idea that not only would mystery shopping eliminate the paradox of choice, but everyone loves a surprise," he tells InnovationMap.

Luciani tells InnovationMap that he sees a trend among Gen Z, individuals born between 1995–2009, for buying second-hand, noting that about 90 percent of Goodfair customers are between the ages of 18 and 25. thredUP also reports that Gen Z and Millennials are driving the growth of used clothing retailers, noting that "18–37 year-olds are adopting second-hand clothing 2.5 times faster than other age groups" in the company's 2019 Resale Report.

"This was the generation that was forged in the Great Recession and they saw the ills of decadence," says Luciani. "They saw the ills of not having financial literacy. Ultimately, these woke kids are aware that branding is kind of a heist."

Goodfair taps into this market, leaning into social media platforms such as Instagram and Snapchat to promote the company. The company recently kicked off an Instagram series called "In the racks, in the rags" where followers can win a random item from their warehouse, located in Houston's East End.

Goodfair joins the growing roster of local companies focused on sustainable fashion. For example, Magpies & Peacocks, the nation's only nonprofit design house, opened a new store in the East End last year. Houston is home to a number of brick-and-mortar stores which line Westheimer Boulevard in the heart of the city, including Buffalo Exchange, Leopard Lounge, Pavement, and LO-FI.

Luciani, who moved to Houston from Brooklyn, New York, leads Goodfair with Emily Keeton, COO. Keeton joined the company in October 2019, leaving her previous leadership role at WeWork. The company announced in January 2020 that they will be adding a vice president of marketing to the team.

In the coming years, Luciani tells InnovationMap that he hopes to launch an app for the brand, and also expand into offering other goods.

"I have a vision of essentially creating a used Amazon," says Luciani, "Everything that gets donated to thrift stores can get donated in this mystery mechanic."

Luciani has a long history in the textile industry. In 2004 while in college, he launched a men's polo shirt brand, Sir Drake.

"When I reflected on the experience and as I educated myself about the clothing industry, this was right when fast fashion was taking off, I realized that if I launched another fashion brand that I would just be contributing to industrial pollution problem," he says.

He tells InnovationMap that he then started selling used neckties on eBay, launching his mission with sustainable fashion.

"We expect that a year from now we will be generating five times the sales we did in 2019 and become a multi-million dollar business," Luciani says.