The streets of San Francisco are paved withyoung menwearing hoodies, jeans, and T-shirts — thetech bro uniformpopularized by the likes of Mark Zuckerberg and other tech executives.
In 2014, Stanford graduates Jessica Lee and Lizzie Agnew decided to offer a fashionable alternative for women out of their home base of San Francisco. Modern Citizen, their direct-to-consumer apparel company, provides stylish, professional women with a curated collection of fashion-forward pieces, with many items priced under $100. Cashmere knits, wrap dresses, and relaxed-fit blazers provide comfortable alternatives to the Valley wardrobe staples.
At a time when shoppers are fleeing mall chains like J. Crew, Gap, and Abercrombie & Fitch, Modern Citizen is growing. The company opened its first brick-and-mortar in San Francisco's Cow Hollow neighborhood in August and has plans for an outpost in New York next year. A spokesperson declined to share revenue but confirmed that yearly sales top $1 million.
Business Insider sat down with Modern Citizen's cofounders, Lee and Agnew, to see what the high-fashion e-tailer is doing differently to evade the retail apocalypse.
Additional photography by Caroline Cakebread.
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Jessica Lee and Lizzie Agnew make it sound easy starting a women-run fashion label in the city they call "Man Francisco." The idea was to create a brand for "women like us," Lee said.
Both 20-somethings loved designer labels but could rarely afford them. They didn't want to shop fast-fashion brands because the clothes are made as cheaply as they're priced.
Modern Citizen offers items for professional women who want to dress stylishly but comfortably, without breaking the bank. Most items retail for under $100.
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