The opportunity
Fashion is still sorted into menswear and womenswear, but a whole generation has already moved on. 56% of Gen Z consumers say they shop outside of their assigned gender area, and the rigid binary that retail is built around no longer matches how people actually dress or shop.
What we did
DearMx was a marketplace for gender-fluid fashion, a place to discover and buy clothing without the constraints of the binary. We helped build it around inclusivity rather than category, organising the experience around style, fit, and feel instead of a gender label, so shoppers could find what felt right instead of what they had been sorted into.
The outcome
Built, scaled, and exited. A clear bet on where fashion is heading, taken from concept to a business with real traction and a successful exit.