As the Houston innovation ecosystem prepares for 2020, InnovationMap's editor looks back on her favorite interviews of this year. Courtesy photos

Ever since the launch of InnovationMap, the site has featured an innovator weekly. That's over 50 interviews and more than a dozen episodes of the Houston Innovators Podcast, which launched this fall.

As editor of InnovationMap and the host of the Houston Innovators Podcast, I've conducted nearly all of these interviews. And, while parents aren't allowed to pick favorites between their children, I definitely have my favorite interviews. Looking back on this year, I've had the fortune of talking to innovators from all corners of Houston and across industries.

Looking back on 2019, I've plucked out my five favorites, and I thought I'd share why they stood out to me. I'm excited to continue these conversations in 2020 as Houston's innovation ecosystem grows — and as InnovationMap grows with it.

Samantha Lewis, director of The GOOSE Society of Texas

Samantha Lewis

Courtesy of Samantha Lewis

When I think of my favorite conversations I've had this year, Samantha Lewis immediately comes to my mind. If you've ever had the fortune of meeting Sam, you know her as high energy, kind, and full of opinions — all of these qualities make for a great interview, and, in this case, podcast episode.

Samantha's episode of the Houston Innovators Podcast was only the second to be released, but, just due to scheduling, was actually the first episode I ever recorded. And, despite it's early release, is still the most listened to of the 13 that now are available. I credit Sam's candor, poise, and insight for that.

In the episode, Samantha and I discuss GOOSE's recent investments, her advice for startups looking for funding, the state of venture capital in Houston — and how it compares to the two coasts, and more. To read more or stream the episode, click here.

Steven Gonzalez, technology transfer strategist at NASA

Courtesy of NASA

This past summer, the Space City celebrated the 50th anniversary of the moon landing — 50 years since "Houston" was uttered from the surface of the moon. July brought many space celebrations as the city, state, and even country looked back on the legacy of the aerospace industry.

I took this anniversary as a chance to dive into the innovation of the industry on InnovationMap with a series of interviews with various space professionals. I spoke with the general manager of Houston's Spaceport, the founder of a Houston-based space startup, and Rice University's Space Institute director, but my favorite discussion I had about space was with Steven Gonzalez, technology transfer strategist at NASA.

Steven was so interesting to talk to because his job really represents the future of space exploration. As space travel shifts into the commercial space rather than just within the government-backed NASA operations, the need for the sharing of technology, research, and ideas is crucial. Through NASA's technology transfer, Steven is helping that effort. To read our full conversation, click here.

Ody De La Paz, founder of Sensytec

Courtesy of Sensytec

Throughout my now near 15 months at InnovationMap, I've had a growing appreciation of the guts and gumption it takes to take the leap and start a company. I love interviewing entrepreneurs — they all have such different perspectives on similar startup challenges. One of my favorite entrepreneur interviews I had this year was with Ody De La Paz, who founded Sensytec.

Ody started his company when he was an undergrad student at the University of Houston. Most college students just trying to get an entry-level job somewhere — anywhere, but Ody would go on to travel the world pitching — and winning — in competitions for Sensytec's technology, which is smart cement that can communicate risks for potential life-threatening damage.

Ody was my first startup founder guest on the Houston Innovators Podcast, and, if we're keeping track, still is the second most listened to episode behind Sam's episode. To read more or stream the episode, click here.

Harvin Moore, president of Houston Exponential

Courtesy of HX

This year, Houston Exponential — the city's nonprofit organization dedicated to promoting innovation in Houston — hired a new president. Harvin Moore joined the team to take HX into its next stage of attracting tech companies into the ecosystem.

Several months into his position, we sat down to discuss how he was doing and what some of his goals were for the organization. I admire Harvin's passion for the city. A serial entrepreneur and investor, he has a great frame of reference for startups, and his first point of action was to listen — to the ecosystem and its members — for what the city really wants and needs from its innovation leadership.

Our conversation was over an hour and bounced from HX and Houston startups to New York's real estate and the profitability of local journalism. Of course, not all that ended up in the article, but I look forward to seeing what all Harvin has up his sleeves for 2020. To read our full conversation, click here.

Roberta Schwartz, executive vice president and chief innovation officer at Houston Methodist Hospital

Courtesy of Houston Methodist

It's rare that I interview someone for the Featured Innovator section twice. In fact, I've only doubled up three times. Though, I'm sure it will continue to happen as InnovationMap and the Houston Innovators Podcast grows. Roberta Schwartz, executive vice president and chief innovation officer at Houston Methodist Hospital, was one of my interviews I've doubled up on this year — once for a Q&A and once for the Houston Innovators Podcast.

It's pretty easy to find new things to discuss with Roberta. Houston Methodist seems to constantly be launching new technology pilots within the system — from virtual reality in cancer treatment to telemedicine. Plus, just personally, Roberta is extremely interesting. At 27, she was diagnosed with a vicious strand of breast cancer — despite having no family history of the disease.

After getting through some of her early treatments, she co-founded an organization that helps to connect young women who were similarly diagnosed with breast cancer at a young age. I'm 28, and cannot fathom the cancer battle Roberta survived and the foresight she had to create an organization like she did. To read more on our most recent conversation or stream the episode, click here.

Get to know this week's Houston innovators to know — and the companies they've founded. Courtesy photos

3 Houston innovators to know this week

Who's who

This week's innovators to know are all Houston startup founders who have identified a need in their industries and created companies to provide solutions.

From blockchain and data to real estate and smart materials, these Houston entrepreneurs are making an impact across industries as well as the Houston innovation ecosystem.

Andrew Bruce, CEO and founder of Data Gumbo Corp.

andrew bruce

Andrew Bruce had the idea for Data Gumbo when he realized how difficult it was to share data in upstream oil and gas. Courtesy of Data Gumbo

The oil and gas industry was sitting on a gold mine without any idea of how to harvest it before Andrew Bruce and his company Data Gumbo came around. If energy companies were ever going to be able to set up autonomous drilling, they needed to integrate data and challenge the commercial model.

"Data Gumbo was originally founded to solve that integration problem. Take data from different sources, standardize it, clean it up, and make sure only the people who have the authority to get access to the data, can get access to the data," Bruce says on the most recent episode of the Houston Innovators Podcast. "That's why we're called Data Gumbo — take a bunch of data, put it in the pot, stir it up, and make it taste good."

Now, years after founding the company, Bruce has raised millions and has expanded to new industries, and he has more up his sleeves. Listen to the episode and read more here.

Reda Hicks, CEO and founder of GotSpot Inc.

reda hicks

Reda Hicks create GotSpot — a digital tool that helps connect people with commercial space with people who need it. Courtesy of GotSpot

Every company, once a year, has to face the annoying and challenging tasks associated with the planning the holiday party — including identifying the point person for planning, which is usually someone who has an entire other job to focus on in addition to their new party planning tasks.

"I've worked at a law firm for over a decade, and I remember the giant hassle it was at the last minute to figure out who was responsible for the holiday party," says Reda Hicks founder and CEO of GotSpot Inc., a platform that connects people with short-term commercial space.

GotSpot's new seasonal tool — Holiday SOS — aims to be companies' one-stop shop for planning corporate holiday celebrations, from luncheons to happy hours and no matter the size of the event. The opportunity allows for the burden to be taken off that person within the company — who has a real, non party-planning job — while also allowing for new avenues of daytime business for party service providers. Click here to read more.

Ody De La Paz, CEO and founder of Sensytec

ody de la paz

Ody De La Paz's company, Sensytec, started as a class project and turned into a growing startup. Courtesy of Sensytec

Some people find and accept a post-graduation job while in college, but Ody De La Paz actually created his job and his company while in school. Sensytec, a smart concrete developer, may have began as just a class project at the University of Houston's Cyvia and Melvyn Wolff Center for Entrepreneurship within the C. T. Bauer College of Business, but De La Paz and his team have proven the market need of his product over and over again.

De La Paz saw the need to really grow and develop his company after competing in a series of pitch competitions. He and his cofounder, Anudeep Maddi, competed in eight across the world, and took hope first place prizes in five.

"That kind of gave us the hint that this should be a company, and we need to make it happen as quick as possible," De La Paz, CEO of Sensytec says on this week's Houston Innovators Podcast. Listen to the episode and read more here.

The University of Houston's food delivery robots making their debut is among this week's top stories. Photo via uh.edu

5 most popular innovation stories in Houston this week

What's trending

Editor's note: As The Houston Innovation Summit comes to a close this weekend, so does a busy week of Houston innovation. Trending stories on InnovationMap included campus robots, innovators to know, venture capital advice, and more.

3 Houston innovators to know this week

This week's Houston innovators come from industries across the spectrum. Courtesy photos

This week in Houston is chock full of events from The Houston Innovation Summit, but before you get too swept away, check out these three innovators to know this week. We have a life-long innovator whose passion has taken him from industry to industry, a construction specialist joining a growing Houston startup, and a man who let his personal struggles motivate him to find solutions. Continue reading.

University of Houston rolls out food delivery robots

The University of Houston campus has 30 new members — self-driving, food-delivering robots. Photo courtesy of UH

For a small delivery fee of $1.99, students, faculty, and staff across the University of Houston campus can now get their lunch delivered by self-driving robots.

Thirty of San Francisco-based Starship Technologies' autonomous delivery robots now roam the campus thanks to a partnership with New York-based Chartwells Higher Education. The Houston campus is the first to roll out robotic food deliveries. Continue reading.

City council approves $24M for East End hub, TMCx opens apps, and more Houston innovation news

The East End Maker Hub receives a huge grant, Chevron commits to two tech companies, and more in this Houston innovation news roundup. Courtesy of The East End Maker Hub

Houston is busting at the seams with innovation news as the ecosystem prepares to wrap up its year of growth. From grants and M&A activity to expansions and awards, there's a lot of news you may have missed. In this latest news roundup, millions of federal funds are doled out, a female networking app commits to Houston, an accelerator launches applications, and more. Continue reading.

3 reasons venture capitalists say no, according to University of Houston research

Most venture capital rejection is because of one or more of these three reasons. Miguel Tovar/University of Houston

One of the most common questions that pops up in startup circles is, "Why did they turn me down?" There are myriad reasons why a venture capitalist might turn down pitches and decline funding. Here, I'll present the three most common. Continue reading.

Houston entrepreneur plans to revolutionize the construction industry using a tech-enabled material

Ody De La Paz's company, Sensytec, started as a class project and turned into a growing startup. Courtesy of Sensytec

Ody De La Paz wasn't sure if his class project could be turned into a company, but he decided to test the waters through a series of pitch competitions. He and his cofounder, Anudeep Maddi, competed in eight across the world, and took hope first place prizes in five.

"That kind of gave us the hint that this should be a company, and we need to make it happen as quick as possible," De La Paz, CEO of Sensytec says on this week's Houston Innovators Podcast. Continue reading and stream online.

Ody De La Paz's company, Sensytec, started as a class project and turned into a growing startup. Courtesy of Sensytec

Houston entrepreneur plans to revolutionize the construction industry using a tech-enabled material

HOUSTON INNOVATORS PODCAST EPISODE 8

Ody De La Paz wasn't sure if his class project could be turned into a company, but he decided to test the waters through a series of pitch competitions. He and his cofounder, Anudeep Maddi, competed in eight across the world, and took hope first place prizes in five.

"That kind of gave us the hint that this should be a company, and we need to make it happen as quick as possible," De La Paz, CEO of Sensytec says on this week's Houston Innovators Podcast.

De La Paz shares on the podcast how he got the idea for Sensytec through the University of Houston's Cyvia and Melvyn Wolff Center for Entrepreneurship within the C. T. Bauer College of Business. The program, which was just ranked No. 1 on the 2020 Princeton Review's top 15 programs for undergraduate entrepreneurship studies, allows students access to emerging technologies.

"You have the opportunity to work with intellectual property from the University of Houston," De La Paz says. "This technology came about and I had the opportunity to see if there was a market potential for this technology we're working on called Smart Cement."

De La Paz shares his experience with pitch competitions and accelerator programs, including the most recent in the Ion Smart Cities Accelerator, and discusses where Sensytec is headed in the podcast. Listen to the episode below and subscribe wherever you get your podcasts.


Houston-based Sensytec founder gives his advice for accelerating your startup. Miguel Tovar/University of Houston

University of Houston-founded company shares its lessons learned from accelerator programs

Houston Voices

A startup accelerator provides promising companies with an opportunity to boost their chances of marketing their technologies. These programs help small companies pivot their technologies strategically, interface with industry sectors and engage with mentor network to better pitch their ideas to the market.

Unfortunately, most startups will never have the chance to participate in an accelerator. But the information gained from such an experience can be valuable knowledge for all entrepreneurs who wish to accelerate their business.

Sensytec – a UH startup that developed smart cement to monitor the health of structures – was recently accepted into the Techstars Energy Accelerator. Techstars Energy is a highly competitive accelerator in Norway that partners with Equinor, Kongsberg, and Mckinsey to find sustainable technologies for the energy industry. Sensytec's smart cement technology is being considered for use in new oil and gas wells and concrete structures.

Sensytec president Ody De La Paz learned quite a bit about what companies are looking for when it comes to new technology and what entrepreneurs can do to boost their startups.

Understand where your tech fits into the market

Though joining Techstars to better position their smart cement technology to energy companies, De La Paz has learned the many ways in which his company's tech could be positioned to other markets.

"Recognizing the way the market is moving is critical to successfully pitching your tech to customers," he says. "But you have to be honest with yourself – your target market may not be the one you need to pitch your tech to make money."

According to De La Paz, this is where many inventors may miss their opportunity to profit.

"It's understandable that many researchers and inventors are passionate about the one problem they are trying to solve," he says. "But the real trick is trying to discover the solution currently needed by industry sectors – and that is continually changing."

His recommendation? Be open to any opportunity.

"It's not so much about you or your technology," he says. "It's about how your technology fits within an industry's business strategy. It's always about what the company needs, so there may be different applications to consider."

Focus on company values

Every decision made by industry will be focused on the bottom line. It's business, after all. But in addition to providing a high-value, low-cost solution for companies, aligning your tech with company core values may win over a few more hearts.

"Because we know that Equinor has a 'safety first' approach and values sustainability, we put together a solid business case to reflect those values," says De La Paz.

Current technologies used to monitor cement are not as accurate as they should be, says De La Paz. This leads to very costly solutions. So Sensytec built a business case that outlines how their technology accurately reports when cement loses structural health, allowing companies to proactively fix problems before they become disasters.

"We know exploration and drilling will continue," he says. "But if we can show how our technology is not only cost effective, but a safer choice for oil and gas companies like Equinor, we will align with their values and that's very important to them."

Seek feedback — and lots of it

One of the things De La Paz has experienced while in the Techstars Energy accelerator is the value of feedback.

In fact, he says you can't get enough of it, that every piece of feedback, every perspective gained is another clue that helps you figure out if your technology is needed and, if so, how to pitch it.

Here's what he suggests:

1. Interview as many customers as possible

According to De La Paz, every person working in that industry has perspective. He and his team have interviewed hundreds of experts, from the architect to the concrete manufacturer to subcontractors. "It's important to understand your customer and how they think about our technology," he says.

2. Find mentors

In addition to interviewing customers, select a few as mentors. Business leaders, strategists, and even everyday users, can help you toss around ideas.

3. Be honest with yourself

When you receive the feedback, be honest with yourself, says De La Paz. You may be better suited for another market or you may need to pivot your technology, but this will not happen if the feedback is not used wisely.

De La Paz also stress the value of patience and persistence during this process.

"It's a very long process and there's a lot you have to consider," he says. "But if you stay on top of everything and follow through, it will help your startup get moving more quickly."


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This article originally appeared on the University of Houston's The Big Idea.

Lindsay Lewis is the director of strategic research communications at UH.

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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.