In the middle of San Francisco’s Mission district, an area perhaps best-known for infant-sized burritos and a confluence of hipsters, there’s a stuffed Sasquatch hanging from the ceiling of a small storefront. It’s a rainy afternoon, yet people scuttling down the street stop dead in their tracks, peer into the window, and come in to marvel at the creation, which incidentally is neither the strangest window display in this neighborhood, nor for this particular shop.
We’re at the headquarters of Betabrand, an internet clothing company that’s made its mark by being a bit out there. Some of its greatest hits include “executive” hoodies aimed at wannabe Mark Zuckerbergs, pants and sweatshirts designed to look like disco balls, and now yoga pants for women designed purposefully to fool people into thinking they’re formal attire. The “dress pant yoga pants” have quickly become Betabrand’s top-selling product of all time, something that took the company by surprise.
“Many women would wear yoga pants to do everything in life — even to get married — but they’re sort of prohibited in workplaces,” says Chris Lindland, CEO and founder of Betabrand. “This product is going to challenge dress codes.”
Metaphorically, the pants and the company are one and the same: they’re challenging normal with quirk, and if you’re not paying close attention, you’ll miss the joke. But what makes Betabrand particularly noteworthy is in what’s happening behind the scenes…
Read the full article here.
Written by The Verge’s Josh Lowensohn
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