Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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ModCloth

ModCloth is an online retailer specializing in vintage-inspired and indie-style women's apparel. Its aesthetic draws from mid-century silhouettes and eclectic patterns. The brand represents a subculture of retro enthusiasts and emphasizes an ethos of size inclusivity and body positivity within the fashion industry.

History

Susan Gregg Koger and Eric Koger founded ModCloth in 2002 as a college dorm room venture. The company gained significance as an early adopter of community-sourced design and social media engagement. In 2014, it became the first retailer to sign the Heroes Pledge for Advertisers, committing to refrain from airbrushing models. Ownership transitioned from the founders to Jet.com in 2017, followed by subsequent acquisitions by Go Global Retail and Nogin.
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