Oddli's founders are tackling fashion waste while making profits and enjoying the journey.
Over recent years, the fashion landscape has shifted significantly, moving away from Fast Fashion. H&M, once a stock market favorite, is now well below 50% of its peak value. This change stems largely from growing concerns about the waste generated by fast fashion items that clutter our landfills.
Jensen Neff and Ellie Chen discovered the staggering amount of fabric wasted in the fashion industry—14 million pounds each day! They launched Oddli, a brand focused on sustainable clothing, to combat this issue in style. “We were both excited about creating clothes that filled a gap in the market,” Ellie Chen explains. “They sold out quickly, sparking a conversation about the future of community and clothing in fashion.”
High-quality “slow” fashion is gaining traction, but so is the second-hand market. Resale platforms like ThredUP indicate that the market for used goods is outpacing traditional retail growth, driven significantly by Gen Z. This generation is acutely aware of climate change and is committed to transforming shopping habits.
Both founders attribute their success to viral TikTok content, which significantly boosted their brand awareness. (Jensen dedicated an entire summer to mastering effective social media strategies.) “I filmed myself on my mom’s sewing machine, and Ellie and I crafted storylines over FaceTime,” Neff recalls. “We started posting on TikTok much earlier than other brands, which proved to be a smart move.” As a result, they garnered millions of views at virtually no cost, avoiding what could have been hundreds of thousands in advertising expenses. With TikTok now saturated with brand content, they continuously strategize on how to differentiate Oddli across all platforms.
Their strong friendship and complementary skills have also been vital to their thriving business, and they encourage other women to collaborate in entrepreneurship. “People often portray it as daunting and emotional, but for us, it’s been quite straightforward,” Neff reflects. “Every day presents challenges, but our communication is key; I can't imagine building this with anyone else.”
Today, they've transformed Oddli into a profitable multi-million dollar brand, dreaming of it becoming a household name and a bridge for community connections. “When people mention our brand, we want them to say, ‘I met someone through Oddli’ or ‘I made a friend in line because we were both wearing it,’” Chen shares. “We aim to scale while preserving the intimacy we cherish now, which is a tough challenge but one we work toward daily.”
