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Barley & Britches CEO Says Consumers Are More Value Driven Than Brand Driven and Transparency is Essential

Barley & Britches (B&B) founder and CEO Sim Gulati believes that “premium quality shouldn’t have to come at a premium price“ and his mission is to offer products that fit men’s lifestyle and their wallets.

(Photo: Business Wire)

(Photo: Business Wire)

The company aims to build a relationship with the manufacturer and consumer by using technology to leap frog the middlemen in the traditional supply chain, such as agents, wholesalers and retailers, which can cut up to 90% of traditional retail costs.

With the launch of their Kickstarter, B&B is offering “The Everyday Chino” for $38 that B&B claims would otherwise retail for $133. B&B’s Kickstarter raised $6,500 in the first 12 hours of going live so clearly their message is resonating with the fashion tech community.

Check out their Kickstarter campaign here: goo.gl/FnqbpA

Like many of us who are tired of paying retail, Sim created B&B out of frustration and refusal to pay for clothes that retail for multiple times their manufacturing price.

Armed with experience from his first business, The Gulati Group, Sim has produced apparel for many large retailers such as Macy’s, JCPenney, Nike and Nautica, so the transition into fashion tech seems like a natural one.

Sim believes that consumers are more value driven than brand driven and wishes to connect with consumers by being transparent in the production process while delivering high quality products at reasonable prices. “The Everyday Chino” is just a start says Sim, as Barley & Britches plans to release more products in 2014 and turn B&B into a lifestyle brand. After learning more about B&B and Sim’s vision, it appears that B&B is the e-commerce golden child of UNIQLO and J.Crew; J.Crew quality and aesthetic with UNIQLO price points.

The fashion tech space is particularly promising as a vertical for tech innovation. If the successes of Warby Parker, Rent the Runway and Gilt Groupe are any indication, we look forward to what lies ahead for Barley & Britches.

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