Why We Are Building Kl?m

The past year and a bit has been the greatest for my career. I got to share my vision for a generation of convenient but intentional fashion consumption with a couple of people first in a Barcelona incubator, then went to Dublin for 6 months then to NYC and now I'm back where it started with a plan to do that whole journey again i.e Dublin and then NYC.

When I first started ideation for Kl?m,we conducted some of the most intensive problem ideation with hundreds of people which is how we arrived to the current solution.

I sat down and listened to so many opinions about what we were doing. We have gone on to prove a lot of those initial opinions wrong and some of them are lessons I have taken under my belt. In all the opinions and advice there is one specific one I keep coming back to and that is 'Know your why' .

I know why I'm building kl?m and until the market decides it is not important, I am determined to walk the gazillions of miles to arrive to that inflection point.

This is why I'm building Klem

1. After spending a decade in the fashion industry, I deeply empathised with how the average person actually interacts with their wardrobe vs what the big trendy magazine articles say.
2. I noticed that fashion's desire to be aspirational led to a mismatch between how brands generally serve their customers vs what the customers want.
3. No brand is truly consumer centric - or at least they are for as long as it plays to their bottom line which is to sell you as much stuff as it takes for them to stay afloat.
4. Brands prioritise a certain customer. You can see this in their communications as well as in how they tier their loyalty programs. There is nothing wrong with the second part, this is capitalism afterall, money has to talk.
5. Over 50% of what people buy they never wear
6. The industry is so fragmented into several different stakeholders all serving any singular wardrobe. It is the consumer's responsibility to navigate all to get to an often simple answer.
7. This fragmentation is going to happen even further as new business models become prevalent in the industry.
8. I am OBSESSED with building delightful seamless consumer experiences.

These are some of the reasons why we are building a companion that is the ultimate unifier of all the navigation the customer has to go through. A companion that is brand agnostic and entirely customer centric.

In short, there is a massive gap between your wardrobe and how the industry is currently servicing it. Kl?m is here to bridge that gap.

An assistant, through and through.

By God I'm I excited.