The Betabrand Story

The New York Times: Whimsy (and Clothes) for Sale

By Amy Wallace – October 31, 2010

“To understand the thinking behind Chris Lindland’s company, Betabrand, you need to keep three seemingly disparate ideas in your head at the same time: 1) It’s a challenge for Web-only businesses to sell clothing. 2) Most people want to be witty. 3) Some shoppers go crazy for limited-edition goods. (Think Beanie Babies.)

According to Mr. Lindland, his interpretation of these truisms is crucial to his company’s success. And because he’s a lot of fun, it’s worth hearing him out. After all, he’s the guy who invented Cordarounds, which are horizontal corduroy pants…”

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