Selling basics has been anything but that as a business for Culver City, Calif.-based e-tailer MeUndies Inc.
Its founder, Jonathan Shokrian, pointed to the company’s Instagram followers as a good example. Last year about 85 percent of them were male. That’s since leveled out to where its followers are now about evenly split between men and women.
The company currently sells on its site mostly underwear, socks and lounge pants for men that can be purchased individually or on a monthly subscription basis.
The All of Me collection follows a recently closed bridge round that brought the company’s funding raised to date to $3.44 million. Investors include Winklevoss Capital and Dennis Phelps of Institutional Venture Partners, which has invested in Snapchat and PopSugar.
The three-year-old company, with nearly 40 employees, this summer moves into new headquarters that keeps it in Culver City but provides it breathing room to grow at 13,000 square feet. The MeUndies office currently totals about 2,000 square feet.
The company’s featuring influencer Cora Keegan in campaign imagery for the All of Me launch and expects to do collaborations with other prominent female social media players in the fall in hopes of continuing the momentum.
Instagram models that have taken a liking to MeUndies and modeled product in pictures posted on their feeds have served as effective marketing from the beginning, pointed out Shokrian.
“Obviously we want [models] to fit the look of the brand but we’re also looking at what their social media presence is,” Shokrian said. “Cailin Russo from last month’s [ad] she has 440,000 Instagram followers so at the photo shoots she was posting all these fun pictures and it’s building up our social media presence as well.”
MeUndies expects to open a pop-up in June at a former newsstand in West Hollywood.