Fashion startup Cladwell wants men to stop wasting money on clothing. Instead of buying a closet of clothing, they encourage men to only purchase what they really need.
“The truth is that there is a finite number of clothes you actually need in your life,” said Blake Smith, Cladwell co-founder. “By helping customers determine that number, we free men to focus their time and money on what they really care about—family, friends, and experiences.”
Launched in 2013, Cladwell provides free, individualized style advice to help men dress better, using personal stylists along with computer algorithms that account for lifestyle, budget, style preferences, coloring, and body type. Its Wardrobe feature is a free service that provides custom recommendations for men’s clothing, aimed to help men build a sustainable, quality wardrobe, and then stop shopping.
By prioritizing quality over quantity, Cladwell gives men a more sustainable way to buy and manage their clothing. In addition to helping men to select the right clothing for themselves, Cladwell encourages its users to keep only the clothes they need and donate the rest. Through the “Purge and Pass It On” program, Cladwell users have given away 275,000 clothing items, or $1.9 million worth of clothing.
This desire to use clothing as a means to give back solidifies Cladwell’s mission to be more than a fashion brand. Their ultimate goal is to empower men to be the best versions of themselves.
“Don’t get us wrong – we dig clothes and we appreciate fashion,” said Smith. “We’re just concerned with something bigger. We believe that all men are inherently and universally valuable and that we are intended to share that value with the world. We want every man to tap into his greatness.”