Clever Features: Betabrand (Too many to list)

I hate marketing emails.  I get them no matter how hard I try not to and no matter how many times I unsubscribe.  It’s an annoying fact of Internet life, I guess.  There is one exception, though, and when I realized today that I actually open and read the emails I get from Betabrand every time I receive one, I thought it was worth a few minutes of my time to give Betabrand some kudos and do my part to spread the word about a brand that I think highly deserves it.

Betabrand is a small clothing operation run out of the Mission in San Francisco, and from all indications, they are on fire.  I am not a very fashion-conscious person; in fact, people that know me would probably say I’m anti-fashion, or fashion agnostic, or something like that.  Truth be told, I would wear jeans and a t-shirt all the time if I could get away with it.  I mention this simply to underscore how effective the marketing of Betabrand is.  I’m the last person on the planet that would be their customer.  First, they sell primarily men’s clothing, and second, they are beyond hip in a way I can barely fathom.  So why am I on their mailing list, and why do I read every email and immediately go check out their latest products online?  It all started last Christmas – I was looking for a cool pair of corduroy pants as a gift for my other half.  Somehow I stumbled upon Betabrand and the Cordarounds.

I thought the Cordarounds were clever for two reasons:  1) the horizontal ridges on the pants and 2) the bold fabric that peeks out of the sides of the pockets.  These pants are really unique!  It doesn’t stop there, though.  The reason I continue to read all their emails is because they are ridiculous.  They are funny, campy, weird, and just plain entertaining.  Below is part of the text of the email I received yesterday, titled “Betabrand presents: Black Sheep and Sasquatch Sweaters”:

In today’s newsletter: one beautiful wool sweater, two tales of varying veracity. Plus, a strategy for photographing Bigfoot that’s guaranteed to work!

One of the following sweater stories is true. Which one is more worthy of retelling is up to you. Read on!

#1 The Black Sheep Sweater: Now You Can Wear A Figure Of Speech

Every autumn, we knit a small batch of limited-edition Black Sheep Sweaters with loners, iconoclasts, and the oft-misunderstood in mind.

True to its name, this crew-neck pullover is knit from 100% natural (undyed and untreated) wool yarn that comes from actual black sheep. Shunned by most of their paler brethren, these outcast ovines live on a few small Montana ranches near Yellowstone National Park. They’re raised how you’d imagine Western sheep would like to be raised — in fresh air and wide open spaces, with lots of tasty summer grass to munch on and plenty of John Wayne DVDs to watch at night.

Our mill in the nearby Big Horn Mountains of Wyoming takes the shorn black fleeces (more grayish-brown, actually) and spins them into soft, extra-fine yarn for our sweaters. We’ve been assured that no hazardous chemicals or robots are used in the process. In fact, these folks are dedicated to environmental sustainability and preserving traditional ranching culture in the West.

Yes, the Black Sheep Sweater is not only ruggedly handsome and ethically produced, it’s a figure of speech you can actually wear. But what if you want a slightly more exotic (and hirsute) garment? In that case …

#2 The Sasquatch Sweater: Cryptid Couture

Since time immemorial, the hair of the Sasquatch has been prized by clothing manufacturers for its color, texture, and unique earthy aroma. But this shy creature’s reclusive nature — and occasional propensity for sudden and terrible acts of violence — has made genuine Sasquatch-wool garments nearly impossible to find. Until now!

Introducing our new, limited-edition Sasquatch Sweater. Each one is knit from 100% pure Bigfoot fur, harvested from our free-range herd in the Cascade Mountains. We like to say a better sweater begins with a happy Sasquatch, so ours are lovingly raised on an all-organic diet of berries, roots, and fresh salmon, giving their fur a robust character that’s been compared favorably to the finest black-sheep wool.

Know that our Sasquatch enjoy an idyllic existence at the sprawling Double B Ranch, spending their days sunning in wildflower-filled meadows, loping through copses of hemlock and spruce, or just rolling around in mud and fragrant bear scat. And when it’s time for our ranchers to gather lovely Sasquatch fleeces, the gentle brutes are taken to feng-shui-approved wool sheds and given a powerful chamomile-based sedative, lest they grow uneasy and rip off a rancher’s arm or face.

Also, rest assured that this garment contains only residual amounts of Sasquatch musk, ensuring that sweater-wearers may visit the forests of the Pacific Northwest during mating season with only moderate fear of romantic entanglement.

No matter which story you choose to believe, one thing’s for certain: We made just a limited batch of Sasquatch and Black Sheep Sweaters, so they won’t stay around for long. Order yours today — only at Betabrand.com. (We’ll be tracking the popularity of each product and will report back next week with our findings.)

This company has so many things going for it; it’s really pretty inspirational to watch them expand.  According to a year-old article on FastCompany.com, they debuted with the Cordarounds last May (2011) and expected to hit $2MM in revenue that year.  Pretty insane, and they now carry tons of apparel.  Speaking of which, besides being hip and hilarious, they find really clever ways to design innovative features into their clothing.

Take the Gluttony pants, with three buttons so they can be expanded when the wearer eats too much.  Or the Bike to Work pants, that when rolled up have a reflective material on the cuff and a triangular reflective flag that pulls out of the back pocket to make the rider more visible.  This is definitely a company I’m keeping my eye on.  Their humor has captivated many, and the company has capitalized on how well they resonate with consumers, with a highly successful app for submitting user generated content.  People that upload photos of themselves wearing Betabrand or with the Betabrand ‘B’ photoshopped onto their faces sideways like a pair of glasses get a discount if they purchase within 24 hours, and the pictures the public comes up with are almost as funny as the content the brand produces.  Check them out, even if you’re not a clothes junkie – they are impressive.

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