INNOVATIONMAP EMAILS ARE AWESOME

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.

Trending News

Building Houston

 
 

Unlike past awards programs hosted by Ignite Healthcare Network, the Ignite Madness winners accepted their awards via video call. Photo courtesy of Ignite

From the comfort of their own homes, several female entrepreneurs accepted investment and pitch prizes at the finals of an inaugural awards program created by a Houston-based, woman-focused health organization.

Ahead of the Ignite Madness finals on Thursday, October 29, Houston-based Ignite Healthcare Network named nine finalists that then pitched for three investment prizes. The finalists included:

  • Eden Prairie, Minnesota-based Abilitech Medical — medical device company that creates assistive devices to aid those with upper-limb neuromuscular conditions or injuries.
  • New Orleans, Louisiana-based Chosen Diagnostics — a biotech company focusing on custom treatment. First, Chosen is focused on creating two novel biomarker diagnostic kits — one for gastrointestinal disease in premature infants.
  • San Francisco, California-based Ejenta — which uses NASA tech and artificial intelligence to enhance connected care.
  • Highland, Maryland-based Emergency Medical Innovation — a company focused on emergency medicine like Bleed Freeze, a novel device for more efficiently treating nosebleeds.
  • Columbia, Missouri-based Healium — an app to quickly reduce burnout, self-manage anxiety, and stress.
  • Farmington, Connecticut-based Nest Collaborative — digital lactation solutions and support.
  • Palo Alto, California-based Nyquist Data — a smart search engine to enable medical device companies to get FDA approvals faster.
  • New Orleans-Louisiana based Obatala Sciences — a biotech startup working with research institutions across the globe to advance tissue engineering and regenerative medicine.
  • Perth, Australia-based OncoRes — a company that's developing a technology to provide surgeons with real-time assessment of tissue microstructure.
The inaugural event that mixed health care and basketball — two vastly different industries with strong connections to women — attracted support from partners and sponsors, such as Intel, Accenture, Morgan Lewis, Houston Methodist, Johnson & Johnson Innovation, and more, according to Ayse McCracken, founder and board chair of Ignite.

"Our partners and sponsors are an integral part of our organization" says McCracken. "Without each and every one of them, the networks, resources, and commitment to advancing women leaders, we would not have grown so rapidly in just four years and our IGNITE Madness event would not enjoy this vibrant ecosystem that now surrounds female entrepreneurs."

First up in selecting their winner for their investment was Texas Halo Fund. Chosen Diagnostics took home the $50,000 investment.

"While we were impressed by everyone who pitched tonight, one company stood out to us," says Kyra Doolan, managing partner. "[Chosen Diagnostics] exemplifies what we are looking for: an innovative solution, a strong CEO, and a real addressable market."

The second monetary award was presented by Tom Luby, director of TMC Innovation. The award was an $100,000 investment from the TMC Venture Fund, as well as admission to TMCx. The recipient of the investment was OncoRes.

"We are absolutely blown away," says Katharine Giles, founder of Onco. "We've already got a great link to Texas and looking forward to more."

The largest monetary award that was on the table was presented by Wavemaker Three-Sixty Health, a leading Southern-California based, early stage venture capital firm, for $150,000. However, at the time of the announcement, Managing Partner Jay Goss decided to award four startups an undisclosed amount of investment. Goss says he and his team will meet with each company to establish an investment.
The companies that were recognized by Wavemaker were: Healium, Ejenta, Emergency Medical Innovation, and Nest Collaborative.
Lastly, Ignite itself had $27,500 cash awards to give out to the pitch competition winners. The funds will be distributed between the winners. OncoRes took first place, Abilitech came in second place, and Obatala Sciences took third place.

Trending News