do goodfair

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

Houston-based Goodfair takes clothing that would otherwise end up in landfills and turns it into a "mystery shopping" thrift experience. Photo courtesy of 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.

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Here's what student teams from around the world were invited to compete in the Rice Business Plan Competition. Photo via rice.edu

Rice Alliance for Technology and Entrepreneurship has named the 42 student startup teams that were extended invitations to compete in the 23rd annual Rice Business Plan Competition

The 2023 startup competition will take place on Rice University campus May 11 to 13, and the teams representing 37 universities from six countries will pitch to investors, mentors, and other industry leaders for the chance to win funding and prizes. Last year's RBPC doled out nearly $2 million in investment prizes.

This year, Rice saw its largest number of student startups applying for the RBPC internal qualifier from within campus. The university selected three to move on to compete at RBPC in May — Sygne Solutions, Neurnano Therapeutics, and Tierra Climate, which also received a total of $5,000 in cash prizes to these top three teams.

The 2023 RBPC will focus on five categories: energy, cleantech and sustainability; life science and health care solutions; consumer products and services; hard tech; and digital enterprise.

This invited companies, if they attend, will join the ranks of the 784 teams that previously competed in RBPC and have raised more than $4.6 billion in capital, as well as seen more than 50 successful exits including five IPOs.

The 2023 Rice Business Plan Competition invitees, according to Rice University's news release:

  • Active Surfaces, Massachusetts Institute of Technology
  • Adrigo Insights, Saint Mary’s University (Canada)
  • AirSeal, Washington University in St. Louis
  • Algbio, Yeditepe University (Turkey)
  • Arch Pet Food, University of Chicago
  • Astria Biosciences, University of Pittsburgh
  • Atma Leather, Yale University
  • Atop, UCLA
  • Biome Future, University of Florida
  • BioSens8, Boston University
  • BlueVerse, Texas Tech University
  • Boardible, Northwestern University
  • Boston Quantum, Massachusetts Institute of Technology
  • ceres plant protein cereal, Tulane University
  • Citrimer, University of Michigan
  • Dart Bioscience, University of Oxford (United Kingdom)
  • DetoXyFi, Harvard University
  • E-Sentience, Duke University
  • Edulis Therapeutics, Carnegie Mellon University
  • FluxWorks, Texas A&M University
  • Integrated Molecular Innovations, Michigan Technological University
  • Inzipio, RWTH Aachen University (Germany)
  • LoopX AI, University of Waterloo (Canada)
  • Magnify Biosciences, Carnegie Mellon University
  • MiraHeart, Johns Hopkins University
  • MyLÚA, Cornell University
  • Outmore Living, University of Texas
  • Pathways, Harvard University
  • Pediatrica Therapeutics, University of Arkansas
  • Perseus Materials, Stanford University
  • Pike Robotics, University of Texas
  • Quantanx, Arizona State University
  • Sheza, San Diego State University
  • Skali, Northwestern University
  • Sundial Solar Components, University of Utah
  • Thryft Ship, University of Georgia
  • Tierra Climate, Rice University
  • TrashTrap Sustainability Solutions, Visvesvaraya Technological University (India)
  • Unchained, North Carolina A&T State University
  • Unsmudgeable, Babson College
  • Vivicaly, University of Pennsylvania
  • Zaymo, Brigham Young University

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