 | |
| Type | Private |
|---|---|
| Industry | Retail, Apparel, E-Commerce |
| Founder(s) | Chris Riccobono and Aaron Sanandres |
| Founded | 2011 |
| Headquarters | New York, NY |
| Number of locations | 5 (as of November 2016) |
| Website | untuckit |
UNTUCKit is a casual men’s apparel company headquartered in New York City, and the first company to market shirts specifically designed to be worn untucked. Founded by Columbia Business School colleagues, Chris Riccobono and Aaron Sanandres, UNTUCKit launched in 2011. While the Company originally launched exclusively online with 15 different button-down shirts, it now has a product line that includes button-down shirts, polos, tee shirts, henleys, vests, sweatshirts, outerwear and sport coats. UNTUCKit has brick-and-mortar stores in New York, NY, Chicago, IL, Los Angeles, CA, Austin, TX, and San Francisco, CA.
History
editChris Riccobono came up with the idea for UNTUCKit while he was working at GE Healthcare.[1] In February 2011, he brought on Aaron Sanandres, a Columbia business school classmate who shared Chris’s struggle to find shirts that looked good when worn untucked, to help develop this idea into a standalone business. Through an market survey covering than 500 people[2], Chris and Aaron established the ideal length - from a visual appeal perspective - for an untucked shirt to be halfway between the belt and the bottom of the zipper, which allowed the front pocket of the pant to be slightly exposed. The duo then proceeded to try on (and measure) over 150 brands of shirts before concluding none fell into the zone of acceptable length.
Chris and Aaron raised $200,000 from family and friends, and in June 2011 launched their online business with 15 styles and about 1,500 shirts. Both Chris and Aaron continued to work full time jobs as they got the business off the ground. Chris worked for GE Healthcare and Aaron was a partner with PwC. Chris left GE in the fall of 2012 and Aaron left PwC in January 2016[3].
Initially running the operation our of Chris’ third bedroom in his Hoboken New Jersey[4] apartment and shipping out of a local storage unit, UNTUCKit is now headquartered in SoHo, New York, NY, and will move into its new offices in the first quarter of 2017.
UNTUCKit’s first celebrity partner was Brad Richards, then playing for the NHL’s New York Rangers.[5] Richards continues to be involved in the company’s marketing strategy.
Product
editAlthough shirts are still UNTUCKit’s core product, the company has transitioned into a full fletched lifestyle brand for individuals looking for casual, sophisticated, confident, straight-forward, and practical clothing. Sweaters, polos, tee shirts, henleys, vests, sweatshirts, outerwear, sport coats, and accessories are now available in the company’s online and brick-and-mortar stores. But UNTUCKit’s biggest change in 2015[6] was launching and expanding its women’s collection.
Stores
editUNTUCKit opened its first store on September 2015 in the trendy New York neighborhood of SoHo (Price Street), just a few store fronts away from the Apple Store. In 2016 their expansion continued with new brick-and-mortar stores in Chicago, IL (Michigan Avenue)[7], Los Angeles, CA (Melrose Avenue)[8], Austin, TX (The Domain on Century Oaks Terrace), and San Francisco, CA (Union Street), but plans to expand significantly in 2017 have been announced.[9]
Accolades
editUNTUCKit was named the “Brand to Know” by Maxim[10], and The Wall Street Journal noted founder Chris Riccobono a “garment industry veteran”[11]. The brand’s product was dubbed “perfection” by GQ[12]. UNTUCKit has also been recognized by publications such as Esquire[13], Men’s Journal[14] and Men’s Health[15].
References
edit- ^ Hond, Paul, Man from UNTUCKit, Columbia Magazine (Winter 2011-12)
- ^ Kane, Kristyna, Hoboken designer makes men's button-down shirts to be worn untucked for formal or casual occasions, The Jersey Journal (24 October 2011)
- ^ Press release (19 April 2016)
- ^ Kane, Kristyna, Hoboken designer makes men's button-down shirts to be worn untucked for formal or casual occasions, The Jersey Journal (24 October 2011)
- ^ Brad Richards Official Site (11 July 2013)
- ^ UNTUCKit Twitter
- ^ Zumbach, Lauren, Untuckit opening Michigan Avenue location, Chicago Tribune (19 April 2016)
- ^ The Registry (19 July 2016)
- ^ Store Locations Official Site
- ^ Williams, Stan, Thursday’s Brand to Know: UNTUCKit, Maxim Magazine (29 November 2012)
- ^ Teague, Lettie, Fashion Week for Oenophiles, The Wall Street Journal (12 September 2011)
- ^ Hotchkiss, Sean, First Look: UNTUCKit, GQ (29 June 2011)
- ^ Screws, Nic, ESQ&A: Brad Richards on Style and Wine, Esquire (29 November 2012)
- ^ Whittaker, G. Clay, How to Untuck Your Shirt and Look Good, Men’s Journal
- ^ Stanczak, Diana, Let Your Tails Fly, Men’s Health (1 February 2012)
External Links
editOfficial Website
Official Twitter
Official Facebook
Official Instagram