A brand that caters to the “fit naked” crowd and promotes the idea of “skinny jeans” has raised over $2 million in seed funding.
The company, Fit Naked, launched in 2017 to encourage women to wear skinny jeans, a move that has been dubbed the “fits naked” trend.
Its founder, Liza D’Angelo, said the company is aiming to make clothes that are “fit, comfortable, and sexy”.
“We want to make skinny jeans the standard in everyday wear,” she said in a statement.
“We think skinny jeans can do the same for you and fit you.
The jeans that fit you should be your wardrobe.”
The $2.5 million (£1.6 million) round of funding came from New York-based digital company Nardia.
It was the largest investment in the startup’s history, according to a spokesperson.
The funding round was led by venture capital firm Andreessen Horowitz, as well as Founders Fund, and Andreessen Media, the latter of which is a partner in the company.
It was co-founded by D’Angelico, who was previously the co-founder of Fit, which is currently backed by fashion retailer Under Armour.
The brand has also been criticised for being too thin for some customers, for example a recent video that showed the “Fit Naked” jeans that were made for “skin” models.
The jeans were designed by a pair of Australian designers, and the brand also features a “fit” line of t-shirts, including one that has the words “Fit” in black and red on the front.
The video, which was posted on Youtube in April, has since been taken down, but it is still available for viewing on the company’s website.
The shorts and trousers are also available for pre-order on the brand’s website for a $29 (£18) price tag.
The new fund has been co-funded by Nardian and Andreesson Horowitz, which are also behind the successful Indiegogo campaign for the Fit Naked T-shirts.