The Ion Smart Cities Accelerator program's inaugural cohort is moving into its next phase, and some participating startups earned some cash along the way. Courtesy of Station Houston

The Ion Smart Cities Accelerator wrapped up the first phase of its inaugural program with a demo day this week as the startups move onto the pilot phase.

Over the past three months, the 10 selected startups have been working with mentors and the Station Houston resources to hone their companies within the program's new dedicated space, which includes a prototyping lab. At the demo day, which represents the conclusion of the first part of the Intel- and Microsoft-backed program, the startups presented their companies, what they've accomplished, and where they are headed.

Two companies received $5,000 checks from sponsors. GoKid, a carpooling optimization tool, received a prize from Brex, a credit card for startups. The other big winner was Aatonomy, a self-driving communities technology, which was awarded by Gulf States Toyota.

Ion Accelerator Demo Day F. Carter Smith

The second leg of the journey begins in January with pilot programs for the next six months. According to Christine Galib, director of Ion Smart Cities Accelerator, the companies have 15 pilots in the Houston area that hope to positively affect the lives of Houstonians.

"Our startups' technology focuses on connecting people. And this is what makes Houston truly the smartest city in America," says Galib. "To truly be the smartest city in America, we must continue to focus on how we connect people, and why we connect people, as well as to provide the processes and partnerships for these connections — not only to occur by chance, but also to be sustainable."

Gabriella Rowe, executive director of The Ion, echoed the importance people had on the smart cities equation.

"The great success that this accelerator has experienced over the last three months has really been because of people," she says.

Among those people who received a special shoutout from Rowe were the program's inaugural set of mentors. Several of these mentors introduced each of the startups as they presented.

"All of you opened your calendars, your time, and your wisdom to help these startups, but also to help our city," Rowe says to the crowd, which included the program mentors. "And to express a universal desire to make Houston the best possible city it can be, accessible to all Houstonians in every way as we grow to be that innovation economy and city of the future."

Wyzerr, a member of Station Houston's Ion Smart Cities Accelerator, has a way to better collect information from citizens. Photo courtesy of Wyzerr

Survey company wants to make collection information in Houston short, sweet, and to the point

Smart city tech

In a 2019 report card handed out by Cincinnati-based startup Wyzerr, Houston didn't do too well — It got a C, a 2.5 out of 4. Houston is passing, but just barely.

Wyzerr didn't give the city a bad rating; Houstonians did. In July, Wyzerr sent two researchers downtown to hang out near public places — bus stops, street corners, etc. Overall, respondents said they are satisfied with dining options, shopping, and the airports but were really struggling to embrace long commutes, poor local transit, and even public services: the police department, local government, schools and parking all got grades of C minus.

Wyzerr, which has ventured to Houston to partake in the ongoing Ion Smart Cities Accelerator out of Station Houston, is focused on creating surveys that make it easier for companies — and, increasingly, cities and airports — to collect useful information to improve their offerings.

"You can't build perfect cities," says Natasia Malaihollo, founder of Wyzerr. "But if you make small, incremental improvements, you can start to see a difference in communities (through Wyzerr's smart surveys)."

Wyzerr began in June 2014 and focused on designing smart survey for retailers. Now, the company works with more than 2,100 small and large businesses, including Kroger, Walmart, Facebook, Unilever — a lot of consumer packaged goods, Malaihollo says.

Wyzerr is focused on creating engaging surveys to better collect information. Photo courtesy of Wyzerr

Consumers interact with many of these brands on a near-daily basis, and Malaihollo estimates a person might get his with 7 surveys in a day — some of which require dialing in, or going online, or filling out responses on a sheet of receipt paper.

But Wyzerr makes surveys fun — they're interactive and game-like. Most importantly, though, they're short. Nearly every survey is designed to wind a customer through 25 questions about their experience with a certain retailer, product or service in 30 to 60 seconds. There's a science to it — shorter word counts on survey questions, for example, and making the final questions as engaging as possible, because people usually start answering more quickly, and maybe less thoughtfully, toward the end of a survey form.

Malaihollo calls this a design-focused approach to market research, and it has gotten results. In some surveys, Wyzerr was able to gather data on up to 20 percent of total consumers. Unlike most survey engagement, which usually falls lower, Wyzerr's data meets the threshold for statistical analysis — a valid sample size, in mathematics, is 10 percent of the population.

Two years ago, the Cincinnati Airport approached them. Amid a stream of reports that airports would develop into great hubs for the future of retail, the Cincinnati Airport team wanted a way to track shoppers' satisfaction as they trafficked through the terminals. Wyzerr created a survey that connected to the airport's Wi-Fi system — if users wanted to log on, they had to take a brief survey first.

"That ended up being our most successful campaign," Malaihollo says.

Wyzer, which has a team of 12, has raised $2 million and is getting ready to raise more. Upon completion of the accelerator program, the company will work with a Houston neighborhood for a pilot program, and the team hopes to get their survey system on the Wi-Fi system in Houston airports early next year.

Now, Wyzerr focuses on gathering data for smart cities — urban spaces that offer higher-tech solutions to regular city activities, like parking, and use electronic sensors to collect data that helps monitor the public. For example, cities across the U.S. have adapted free Wi-Fi on public transit, parking lot trackers, smart traffic lights to reduce congestion, automated bike-sharing programs and pedestrian detectors at intersections.

The Ion Smart Cities Accelerator's space is open for business. Carter Smith/Station Houston

Station Houston unveils its Ion Smart Cities Accelerator program and prototyping lab

Starting smart

With the inaugural cohort selected and the new office space's ribbon cut, Station Houston's Ion Smart Cities Accelerator has officially launched.

The program, which is backed by Intel and Microsoft with support from Station, the city of Houston, and TX/RX, announced the 10 startups selected for the 10-month program in late August. The program commenced September 4, but on September 23, the program officially opened its new space in Station.

"The purpose of the Ion Smart Cities Accelerator is to address the needs of the Houston community by developing and deploying technology to enhance the civic fabric that makes Houston so innovative," says Christine Galib, director of the Ion Smart Cities Accelerator, in a news release. "It was imperative to create a space that represents the intersections of collaboration, innovation, and technology and makes these intersections accessible."

The new space has key features important for the startups to develop their ideas. A prototyping lab and makerspace will be available for the entrepreneurs and will even have engineering experts available for supervision, programming, and other support for the startups. The cohort can also utilize the XR Lab, which comes equipped with virtual reality technology.

While going through the program, each of the participating companies will work in "design-thought" flex space and be able to access programming focused on tech, data, design, and business provided by General Assembly, a leader in educational programming.

The accelerator's Demo Day is scheduled for December 4, and then the participants will complete a pilot program with the city from January to June, Galib says. Based on the issues the cohort aims to solve — resilience and mobility — the program and the city of Houston decided on Near Northside as a focus for the companies.

Show and tell

Carter Smith/Station Houston

ION Accelerator ribbon cutting event, with Mayor Sylvester Turner and business partners.

The new makerspace and prototyping lab comes equipped with state-of-the-art technologies.

From big accelerator news to a startup preventing flood damage, here are this week's top stories. Nick Bee/Pexels

5 most popular innovation stories in Houston this week

What's Trending

Editor's note: Major accelerator news hit the headlines this week. MassChallenge Texas is wrapping up its inaugural Houston cohort — just as the new Ion Smart Cities Accelerator is launching. Meanwhile, on the heels of the second anniversary of Hurricane Harvey, a Houston startup has a solution to prevent flood damage.

Exclusive: New Houston accelerator reveals its inaugural cohort and announces strategic partner

The Ion Smart Cities Accelerator — named for its to-be home, The Ion — announced the 10 companies selected for the first cohort. Courtesy of Rice University

The Ion Smart Cities Accelerator launched earlier this year with a goal of engaging startups from around the world to solve some of Houston's most prevalent challenges. Backed by Intel and Microsoft and partnered with the city of Houston and Station Houston, the program has developed a curriculum and selected its first cohort.

Ten startups from around the world — half of which from right here in Houston — were selected to be a part of the program. And narrowing down to 10 was tough for the program's judges, says Christine Galib, director of the Ion Smart Cities Accelerator.

"Selecting the participants for our first cohort was difficult, due to this amazing pool of talent — that's always the problem you want to have," she tells InnovationMap.

Click here to continue reading.

3 Houston innovators to know this week

From oil and gas deals to finance-focused initiatives, this week's innovators are ones to watch. Courtesy photos

As Houstonians head back to work or school following a fun summer break, we know two things for sure.

The first is that traffic will get back to its headache inducing craziness and that Houston startup news will only get more frequent. This week's innovators to know include oil and gas entrepreneurs with big deals on the line plus a finance-savvy woman who wants to encourage others to take control of their personal finance.

Click here to continue reading.

MassChallenge Texas names top startups from its inaugural Houston cohort to move on to the final round

MassChallenge Texas named six companies, which will each pitch at a final competition on September 5. Photo via greenstreetdowntown.com

MassChallenge Texas revealed the cream of the crop from its first Houston cohort. The top six startups will now be judged in one final pitch competition on September 5.

"Each of the 25 startups in our first cohort have made incredible progress during this short program and are now better prepared to make impact in Houston, Texas, and beyond," says Jon Nordby, managing director of MassChallenge Texas in Houston, in a release. "It is our goal to strengthen the local ecosystem through a collaborative community that will attract innovators from around the world to Houston, and the Lone Star State."

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A Texas organization has doled out millions to Houston cancer-fighting professionals

Texas doctors and researchers received millions for their transformational work in cancer prevention and treatment. Getty Images

Researchers at medical institutions across the state have something to celebrate. The Cancer Prevention and Research Institute of Texas has made 71 grants this week to cancer-fighting organizations that total a near $136 million.

"CPRIT's priorities of pediatric cancer research and cancers of significance to Texans highlight this large slate of awards," says Wayne Roberts, CPRIT CEO, in a release. "Investments are made across the cancer research and prevention continuum in Texas unlike any other state in the country."

New to the awards this time around is the Collaborative Action Program for Liver Cancer, which has been claimed by Baylor College of Medicine's Hashem B. El-Serag.

Click here to continue reading.

Houston startup is providing self-deploying flood damage prevention technology

A Houston entrepreneur has brought in a technology to prevent major flood damage. Photo courtesy of HAR

Tasha Nielsen was on a trip to Denmark when she came across a Danish company making strides in flood prevention techniques.

"We were visiting family one day when we turn on the news and see FloodFrame's brand launch," Nielsen says. "The inventors live in Denmark, and they've done installations in Denmark, Germany and England, and they've been very successful."

That company partnered with the Danish Technological Institute and the Danish Hydraulic Institute and worked for years perfecting their flood prevention system. After Nielsen asked whether she could contract FloodFrame to install their system at her home back in Houston, she learned the founders weren't interested in coming over themselves to expand their business to the United States.

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Station Houston has a new hire. Christine Galib was named as the director of the Ion Smart Cities Accelerator. Natalie Harms/InnovationMap

New accelerator director at Station Houston wants to bring talent and impactful startups to town

On the job

When Christine Galib moved to Houston, she knew two things: it was going to be hot, and there were going to be tacos. But when Hurricane Harvey hit in 2017, she learned something else: the resiliency of the city — and its people — was a thread that interwove the fabric of the metro.

And now that the Ion Smart Cities Accelerator, a program that would allow participants to find solutions to real-world problems in Houston, has now hired Galib as its first program director. Through her position, she'll be able to guide participants from all over the country find solutions to two of the city's biggest problems: transportation and mobility.

"Houston is international, resilient, and inspirational, powered by innovation, energy, and diversity that forms a strong foundation for our unique entrepreneurial ecosystem," Galib says in a news release announcing her hiring. "I am excited to serve Houston through leveraging and creating collaborations, partnerships, and solutions to differentiate Houston as a smart city that is building for its future."

Station Houston will host the accelerator through its first cohort, but it will move to The Ion when the innovation hub opens in 2020.

"When we look at The Ion being created as a center for entrepreneurship and innovation in Houston, there's no other city in the world has this type of level of collaboration and transparency of major players in the innovation space coming together to create, not only the physical space, but also the programming and mindset and the environment and the culture to sustain it," she tells InnovationMap.

"It was a pretty easy decision for me to be on board with the vision. It's not just a vision for a future which is far off … It's a vision for the future that we're actually creating today."

Galib, a former instructor at Rice University and the University of St. Thomas who has experience as a financial analyst on Wall Street, will spearhead the Ion Smart Cities Accelerator. For her, leading the Ion Smart Cities Accelerator allows her to take part in creating a forward-thinking, solutions driven program that will help usher in that culture into Houston's entrepreneurial atmosphere — collaboration is key.

"When I think of Houston and innovation, I think this collaborative approach to making something that is going to stick — sustainable change that sticks — and then making a future that is not just different but better for everybody," Galib says.

The accelerator, which was announced by Mayor Sylvester Turner at a Microsoft IoT in Action event, is now accepting applications for its first cohort. Galib says access is one of the biggest assets applicants are given if given the opportunity to join the accelerator.

"One of the goals is inclusion," Galib says. "You can't have a smart city and have that smartness benefit only one or two percent of the people. The inclusive nature of the accelerator in this entrepreneurial ecosystem is a major selling point."

Participants of the 10-month program will participate in structured curriculum and programming focused on mobility and resiliency and are tasked with creating feasible solutions to those problems within the city.

Galib, along with Station Houston, will offer participating entrepreneurs and startups with the resources they need to validate their solutions and prepare them for deployment, as well as create programming for participants and lead the research and analysis for the accelerator.

Galib is excited to attract talent into the first cohort and see what they do throughout their tenure in the accelerator.

"(We want to identify and recruit) talent to come to Houston and to stay in Houston, to be part of a family of entrepreneurs in innovation," she says. "I had no family here when I came here, and one of the reasons why I stayed here was because I found people who really got me excited about being a Houstonian."


Christine Galib will lead the Ion Smart Cities Accelerator program. Photo via StationHouston.com

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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.

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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.