I was shirt shopping the other day at J. Crew and couldn’t believe my eyes. Someone had finally cracked the code on what has to be the biggest innovation in men’s apparel since the cargo short. They now sell shirts that are several millimeters shorter and can be worn untucked and yet, be socially acceptable.
For years, I have been seeing ads on social media for UNTUCKit shirts. I could never put my finger on what made these shirts so different? But someone did and that someone managed to raise $30M in venture capital.
J. Crew isn’t the only other company doing this. Now pretty much everyone from Kohl’s to Nordstrom is selling their own version of these shirts. This must be devastating to the investors and inventors of UNTUCKit because they just started opening all their own retail stores – a bold move in a climate where retail stores seem to be closing at a record pace.
I’ve done a little research and it turns out the UNTUCKit guys may very well have been accessory in their own undoing. If you go to their website, and scroll down. You will see someone has literally published their trade secret right there on the website for the whole world to see. I’m not a conspiracy theorist, but this looks like it could be an inside job, perpetrated by some disgruntled employee.
I don’t know if UNTUCKit will make it, let alone deserve to survive. They have been milking this one trick pony while other breakthroughs like no pockets or reversible cuffs come from other guys. I think their founder may be asleep at the switch, too busy wine tasting in TriBeCa.