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Fashion / Style File

Fashionable BFFs Brooklyn Decker and Whitney Casey Make Your Closet Digital — and Change Everything

Powerhouse Duo Forces Venture Capitalists to Pay Attention to Women Power

BY // 05.11.18

Call it millennial laziness or call it a savvy and efficient use of time — either way, we all lean on digital tools to streamline our busy schedules and make tedious tasks easier. Name a chore and there is no doubt a site with the technology to assist.

Model/actress Brooklyn Decker and her BFF and business partner — author and TV personality (and most importantly, former Great Day Houston host)  Whitney Casey — found a missing weapon in the digital arsenal that every woman needs: a closet and shopping organization system.

The innovative duo dreamed up Finery, a wardrobe platform that launched in March 2017 to rave reviews from celebrities and fashion darlings alike.

After noticing the ingenious capabilities of software systems like Spotify, financial tracking system Mint and travel site TripIt that streamline and organize everything in our lives from music to money to vacations, Decker and Casey realized that the concept did not exist for a wardrobe.

“We didn’t have a way to manage our closets digitally” Casey tells PaperCity.

So this fashionable duo came up with one. After connecting Finery to an email account, the system can capture all past purchases and organize them into an online wardrobe database. The system even alerts you when a deadline to return something is quickly approaching. The universal wish list feature combines every coveted item into one place and even notifies when something comes on sale.

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For every girl who keeps open shopping carts from 10 different sites on their Internet browser at once, Finery is talking to you.

“Our closets were once so analog, and now you can take your closet wherever you go” says Decker who notes that women statistically only wear 20 percent of the clothes in their closets.

color coordinated Finery
Finery connects to an email account and tracks all of your online purchases into a closet management database.

The creating looks feature became the gift that kept on giving after Decker’s pregnancy led her to spend her time creating looks for a postpartum wardrobe as a replacement for online shopping.

“I found it to be therapeutic,” Decker say. “You get the emotional high from shopping and the productivity rush, but I was actually shopping my own closet.”

The founders are proud to say the concept has no hidden sales agenda to add to the inundation of product pushing that tempts fashionable shoppers each day, but simply serves as an advocate for the consumer to be able to better navigate the e-commerce world.

The dreaded “I don’t have a thing to wear” syndrome that all women experience can finally be avoided after a browse through your digital closet.

Women Power and Venture Capital

Decker and Casey are not just innovating the way women manage their closets, but the professional world for women in general. Both have set out to be pioneers for women in the tech industry and women entrepreneurs.

“The origin of the company is a great example of why it is important to have women in technology. There is this whole market that is completely untapped and who better to meet the needs of women than women” Casey says.

Another speed round of fundraising for Finery just completed with a whopping $5 million pulled in to continue to run and expand the site. During Decker and Casey’s fundraising efforts, they discovered that there are a lot of investors out there hungry to invest in women funded and founded companies meant to serve women. Casey and Decker hone in on the fact that women are incredibly decisive consumers with lots of spending power.

As part time Texans and Austin dwellers (Decker is married to former tennis star Andy Roddick of course), the two share a love for the venture capital and tech communities in Austin and are tapping into those arenas as they continue to develop the capabilities of their high tech software. Casey even hinted at an exciting new product that will be launching this month,  a “sort of relaunching of the entire site.”

These powerhouse women entrepreneurs with a fashion eye are only getting started.

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