Greg Selkoe, the founder of Karmaloop, partnered with Paul Judge and Cedric Rogers in June to launch Curateurs, a men’s shopping site that sold items curated by influencers — the site included long-form stories and other editorial content about each influencer, who ranged from A$AP Ferg to Ryan Leslie.
Now, in order to better scale the concept, the founders are tweaking their original idea and operating as Looklive, an already existing site they acquired in July.
Looklive posts pictures of male celebrities’ outfits and allows readers to shop for the pieces or more-affordable versions of the items. The e-commerce site also operates an app that enables customers to choose celebrities whose style they want to re-create and Looklive provides images of what the celebrity is wearing and where customers can purchase it. Its proprietary technology and tagging tools automate the process to make the celebrity images shoppable, while Curateurs’ process was more manual.
“We sold a limited-edition collection of cactus headbands that Pharrell wore on ‘The Voice’ and they sold out,” said Selkoe. “We learned that people didn’t care that much if Pharrell owned the item. They were more interested in the style and we thought, ‘Why are we doing as much work when, really, people just want to see and buy the style?’ It’s not as important whether it came out of their closet and what it came from.”
Looklive has also partnered with Complex Media Group, which was acquired by Hearst and Verizon in April, and will have a channel within the app that will feature images and video from Complex’s archive that will be shoppable with Looklive’s technology. Selkoe said that in the future it’s possible that Looklive’s technology could be integrated into Complex’s site.
Selkoe and his cofounders have also received investment from Y Combinator, a three-month seed accelerator, which has backed start-ups including Reddit, Dropbox and Airbnb.