To tuck or untuck a button-down shirt is a dilemma many men face every morning while getting ready for work.
In an increasingly casual world, shirttails are no longer shunned, but Chris Riccobono says normal men’s shirts are too long and their shapes too billowy.
To solve that dilemma, Riccobono and Aaron Sanandres redesigned the untucked button-down, and began selling their creations online six years ago. Their company name? UNTUCKit, of course.
Two years ago, they opened the first UNTUCKit retail store front. Now there are UNTUCKit stores in eight cities including Los Angeles, San Francisco and New York. The company plans to increase that number to 20 by the end of the year thanks to a $30 million investment from venture capital firm Kleiner Perkins last week. And it is considering North Carolina for expansion in 2018.
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“We’re investigating and researching locations for 2018, and Charlotte and Raleigh are on our radar screens,” said Brent Paulsen, UNTUCKit’s head of retail.
He plans on visiting Raleigh and Durham in August or September.
UNTUCKit knows the areas with concentrations of its online customers and will try to bring brick-and-mortar locations to them, Paulsen said.
“A large number of our customers prefer to shop in the local community,” he said. “We’re finding that as we open stores it’s a good thing for us and a good thing for customers.”
The company’s most popular item is a black, long-sleeved shirt, Paulsen said. Like all other UNTUCKit shirts, its hem falls halfway between the belt and bottom of the fly, leaving the wearer’s pants pockets partially exposed.
Paulsen wouldn’t disclose how many shirts UNTUCKit has sold since opening. The private company does not release sales or profits.
If Raleigh residents really wanted to try before they buy, UNTUCKit’s Philadelphia store is the closest, but a slightly closer Atlanta location opens this month.
The brand’s staple item is its button-downs, which range from $60 to $100, but it has branched out to offer sweatshirts, shorts and women’s tops and Paulsen said children’s clothing and more women’s apparel will be added.
UNTUCKit is opening mall and stand-alone locations despite a changing retail landscape.
“There is a lot going on in the business with growth online, the evolution of the mall,” Paulsen said. “Our strategy is to be thoughtful and careful ... Two thirds of our locations are in higher traffic malls.”
Evie Fordham: @eviefordham 919-829-4809