Cuyana raises $1.7M for "lean closet" movement

The fashion retailer encourages customers to buy fewer, but better clothes

One of the new trends that I’m loving is socially responsible e-commerce—particularly where clothing is concerned. After the Bangladeshi garment factory collapse that killed some 960 factory workers earlier this year, fashion retailers have been facing public pressure to ensure the safety of the workers manufacturing their clothing. Some have made efforts, like American Apparel, but others, like Walmart, Gap, and H&M, have put up a fight.

One company, Cuyana, is launching a new “lean closet” movement to inspire consumers to buy fewer, better clothes. Its line of women’s clothes are pricier than your average Gap or H&M, but they’re designed in-house and guaranteed made in fair working conditions. Cuyana announced Thursday that it has raised $1.7 million from Canaan Partners.

Cuyana isn’t the first to jump on the socially responsible e-commerce bandwagon. Kids’ clothing retailer KinderStuff creates organic, made-in-the-U.S. clothing for babies and toddlers and encourages customers to return their used clothes for discounts.

What Cuyana is doing differently is it’s launching in the luxury women’s apparel space—a trickier market, since adult women don’t blast through luxury clothes the way kids explode through theirs. Cuyana has launched a line of Turkey- and Mexico-inspired tops, dresses, handbags, hats, and jewelry. When a customer buys one item, the company encourages her to donate old, used items from her closet. Cuyana actually sends shoppers reusable bags to fill with unneeded items, which Cuyana’s non-profit partners will then pick up and distribute to those in need. And those who donate will get a credit added to their next Cuyana purchase.

“Our goal is to help women cultivate their closets over time, with modern, classic and well-made pieces, instead of constantly consuming and continuing to face the age-old dilemma of, ‘Why do I have nothing to wear?’ said co-founder Shilpa Shah, in a statement. “The ‘Lean Closet’ initiative is an idea that’s meant to revitalize retail. It’s our attempt to galvanize women to buy purposefully, buy well, and give back.”

LOVE.

The prices aren’t competitive with the Walmarts and Gaps of the world. Cuyana launched one year ago and sports items like $145 tunics and $160 embroidered clutches. But the startup is ambitiously pushing its “lean closet” campaign in an effort to encourage consumers to re-examine their shopping habits, as so many of us buy cheap clothes we’ll never wear.