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Tag : untuckit

Inspiring Action Brands of the Year: 2018

Following last year’s list of behavior change marketers, we’re bringing you a new and updated list of 2018’s most inspiring action brands and people. If there are any brands you think deserve to be added to the list, tweet us here and let us know!

Bird

For using two wheels to reach a $1B valuation at record-breaking speed

Airbnb

For giving the displaced a place to stay

Domino’s

For making technology and innovation its secret sauce

Epic Games

For rewriting gaming history and launching a global craze

UNTUCKit

For being world-class professionals at keeping it casual

Patagonia

For changing the way brands approach a changing world

Cheddar

For striking a chord with cord-cutters

WeWork

For capturing the lion’s share of shared spaces

Spotify

For making sophisticated data science and personalization the soundtrack to success

Marvel

For busting out blockbusters at a record pace

Peloton

For peddling fitness enthusiasts into the future

Square

For reshaping the financial services industry

Hopper

For elevating the way consumers fly

Duolingo

For connecting the globe through language

Ring

For making home-security mobile

Coursera

For making consumers the masters of their own masters degree

The Wing

For shattering glass ceilings

Tough Mudder

For bringing a new definition to running a muck

Netflix

For providing cinematic experiences outside the cinema

Rent The Runway

For extending the red carpet into your closet

Cards Against Humanity

For revealing its cards as being much more than a card company

Slack

For making conversations conversational

BeyondMeat

For being the meat and potatoes of a meatless category

Turo

For paving the road for the peer-to-peer car sharing economy

The New York Times

For putting a modern spin on a timeless publication

Nuts.com

For showing that direct-to-consumer brands can be cooked up in the 1920s

Nike

For taking a stand on taking a knee

The Parkland Activists

For being the voice of a generation

Inspiring Action Brand of the Week: UNTUCKit

By James Nieman

This men’s apparel company was founded to fill the need for button-downed shirts designed to be worn untucked.

It’s an idea so simple and brilliant that they could express it in one word: UNTUCKit!

Why a brilliant idea? Because the world’s gone casual.

Beards are back. Man-buns are popping up from coast to coast. And businesses in nearly every industry are shifting toward more “laid-back” work environments.

But when co-founder Chris Riccombono tried to join the trend and let his button-downs hang loose, he noticed that they were all too long. They would hang like a tail, creating a sloppy, unkempt look that appeared more “clumsy” than “casual.” He hated that he looked as if he were wearing his shirt incorrectly.

(Are you sensing the beginning of a great founding legend?)

Riccombono couldn’t find a solution his problem, so he did what entrepreneurs do best. He recruited a Columbia University classmate, Aaron Sanandres, and together they founded UNTUCKit in 2011.

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After consulting with several focus groups, the two began their design, eventually landing on a shirt that was short enough to leave a small portion of the pant pocket exposed but long enough to cover the belt. It was casual but also sharp and sophisticated.

With just a small marketing budget, Riccombono and Sanandres knew they had to advertise wisely. They started with radio advertising, reaching their target audience by appearing on popular podcasts and shows like The Howard Stern Show. They advertised in airline inflight magazines, which helped the company drive online sales.

Turns out Riccombono wasn’t the only one with his shirt problem. The company began to grow and grow fast. People had fallen in love with the concept. It was both totally odd yet completely practical at the same time. It took off.

Since then, the company has transformed from an online-only operation run from a Hoboken apartment to a fancy SoHo office and six brick-and-mortar stores nationwide. (From direct model to direct-led, as we say.) It offers everything from sport coats to socks and recently began selling women’s clothing as well.

But Riccombono’s business is only where it is today because he discovered a customer pain point.

And then set out to solve it brilliantly.