When Brian Spaly and Andy Dunn decided to start a clothing company, they opted to by-pass the idea of selling through traditional retailers, and advertising through traditional media. Selling online and advertising through social networks like Facebook, please meet Bonobos:
Bonobos exists to solve two problems we had ourselves. (1) Men's pants do not fit well; they are either baggy, frumpy, and unflattering. Or way too tight. We make pants that fit and look better, on most gents and especially on guys with athletic builds. The second problem (2) is retail. How could we enjoy paying 120% markup to try on clothes in an uncomfortable public environment where sales associates—who are total strangers—either scrutinize our figures, or pay no attention to us at all? Meanwhile, pricing games are no fun. We're tired of waiting for sales... but paying full price makes no sense when inevitably everything will go on sale. We got tired of the traditional retail shopping experience. So we are building a different kind of clothing company, one that offers a fantastic customer experience, innovative low-cost distribution, and a stylish product that fits well.
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