You have a solar charge jacket that you say can glow like a firefly in the dark, for example. Your clothing is a reflection of the stuff that you think is going to happen to people over the next century, from space travel to sustainability. How’s your rocket going?” It doesn’t cost much money, but it was really great fun, and NASA called the next week, and then we got chatting to them. And in marketing, you’re always who’s your audience, and really, our audience was one person here, which was Elon, so we found a billboard opposite SpaceX, and we just took out a poster there, and it said, “Our jackets are ready. So, for instance, a couple years ago, we created our first piece of clothing for space, which was a deep sleep cocoon. We’ve operated by an incredibly simple rule from a marketing perspective, which is basically: spend as little money as humanly possible. Before that, we’d been working together in advertising for 15 years, so I think one of the reasons the marketing is more fun than it might otherwise be is that was our job.
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ST: We launched the company five years ago. Tell us a bit about how it came together. So much of its genius seems to be in how your clothing is marketed. TC: You started this company with your twin, Nick. Our chat has been edited for length and clarity.
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And he let us know that Vollebak has so far raised around $10 million in outside funding, including through a Series A round that is about to close, led by the London-based venture firm Venrex, with participation from Airbnb co-founder Joe Gebbia, and Headspace CFO Sean Brecker, among others. Indeed, Steve Tidball writes the copy himself, he revealed last week in an interview about Vollebak, a brand that prides itself on making “clothes for the future.”ĭuring that chat, he also answered our questions about how much tech is actually involved in the clothing’s production. That marketing genius comes directly from CEO Steve Tidball, who co-founded the outfit with his twin, Nick Tidball - both of whom worked in advertising previously and both of whom are active outdoorsmen, though their families and the growth of Vollebak have kept them closer to home in recent years.
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If you’ve ever visited the site of the six-year-old, London-based direct-to-consumer clothing company Vollebak, you’ve likely marveled at the exaggerated descriptions of clothing it sells, including a jacket “designed for a world of megastorms, where ‘waterproof’ is not enough,” a hoodie that promises to repel rain, wind, snow and fire and and an “ice age” fleece “designed to recreate the feeling and performance of the soft hides worn by prehistoric man.”