We Spend *How* Many Years of Our Lives Getting Dressed?
Brooklyn Decker and Whitney Casey want to help you get that time back.
Whitney Casey and Brooklyn Decker make quite the pair. For starters, they’re BFFs who finish each other’s sentences. The former newscaster and model love playing dress-up in Casey's Kelly Wearstler-designed Soho apartment (don’t worry, both of those are coming to Coveteur very soon). They actually met during a game of dress-up.
“We met through mutual friends during a girls’ weekend in Palm Springs. Our friends set us up,” says Decker.
“That weekend was kind of fun, because none of us knew each other. I brought a bunch of costumes…” adds Casey before Decker interjects, “It was a blind-date girls’ weekend essentially! Nobody knew each other. I was tequila…”
“We had her [dress up as] a bottle of tequila, and I was a cactus, like a Gumby-looking cactus. We also had salt, a lime, and a taco,” says Casey.
Aside from being the most gorgeous Gumby cactus and Tequila bottle we’ve ever seen, the two also launched the new wardrobe platform, Finery, today. (Congrats, friends!!!)
What is Finery, you ask? Good question! “Finery is a new tech company that gives you 10 years of your life back...one Manolo at a time,” says Casey. “Women spend an average [of] 2 ½ hours per week thinking about what to wear, or nearly 2 years of their lives,” she adds. “Women also spend 10 working days each year getting ready for work. They will spend more than eight years of their lives shopping. Yet the average person only utilizes 20% of their wardrobe, leaving half a trillion dollars’ worth of unworn clothing hanging in closets everywhere.” Going off that all-too-familiar feeling of having a closet full of...stuff and still feeling like you have nothing to wear, Casey and Decker created a set of tools to fix that.
“You have a management system for your music, you have a management system for banking, and the same with email, but there’s nothing for your wardrobe,” adds Decker. “We created and designed an operating system for your wardrobe that basically has everything right in front of you. It is full of wardrobe analytics, and you can literally see everything, and it’s categorized.”
What this means is that, by signing up for the service (which is free, btw), Finery will go into your email and pull images of literally every. single. item of clothing you’ve purchased online, and put them into its database. You can also manually add items you’ve purchased in stores or even your own photos of vintage clothes. “Finery organizes and catalogues the items’ details like brand, price, size, season, etc. These items are then curated to view by color, category, or purchase date. The software also finds styled looks for user items from multiple sources or helps users make new ones—coordinating looks with their calendars, location, and even weather,” says Casey.
Finery also creates one universal shopping “wishlist” on their site—rather than having to manage them across multiple sites—which tracks items’ prices, when they go on sale, etc. And to make things even easier? It also tracks the return-by date for anything purchased online and will fully manage the return process for you, should you buy anything you don’t want to keep.
But the neatest part is that the platform analyzes what’s already in your wardrobe and helps you keep from buying the same thing over and over again. “It makes me a smarter shopper; I am not going to buy another pair of skinny jeans,” adds Decker. “The system told me, ‘Your jeans… 90% of them are skinny.’ It makes you a smarter consumer.” Anything that can keep us from bringing home one more plain gray cashmere sweater, we’re all for.