From Tech to Fashion

Source: The Daily Beast, Nov 2010

It’s no surprise that Hurley’s fashion company runs like a Web startup. When he and Mazzei dream up a new design, they can produce a sample in the factory connected to their office. If something doesn’t work, they fix it right away. “It’s not about cost-savings,” Hurley says of the factory. “What it allows us to do is something on a much faster scale. We’re able to think of something, make it relatively quickly, and that does relate to an Internet perspective. You launch a site, and you see what works, and you continue to make it better. At YouTube, that was always our strategy. You think how something should work, and then you observe how the community is using it—and adapt. And we’re just taking that same philosophy into how we’re producing some of our products.”

Their process gives a traditionally slow-going industry a Web-paced feel. “While a menswear company can’t ‘go viral’ in the Dancing Baby sense,” Hurley told Forbes, referring to the Ally McBeal phenomenon. “You must ask yourself what makes something spread so fast. It’s people’s experiences. That may be something funny, like a Dancing Baby, or something shocking.”

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