UNTUCKit: Chris Riccobono

In this episode of How I Built This, Chris Riccobono, co-founder of Untuck It, shares his entrepreneurial journey. Untuck It revolutionized the fashion industry by creating shirts designed specifically to be worn untucked. Reflecting on his early days, Chris reveals that the first batch of shirts was poorly made, leading to customer dissatisfaction. Despite initial setbacks, he and his co-founder Aaron Sanandres persisted and developed a successful brand that quickly gained popularity.

Riccobono, who initially had no fashion experience, identified a common problem among men who struggled to find shirts that looked good untucked. His breakthrough came during a trip to Las Vegas, where validations from friends ignited the idea for Untuck It. By engaging with their target audience and correctly identifying a gap in the market, and despite facing skepticism and humor from the fashion world, he launched the brand in 2011.

The company struggled in its early years, largely due to quality issues with the shirts. However, they persevered, learning from mistakes and gradually improving their product. As the brand gained traction, they established partnerships with stores like Nordstrom and made significant marketing moves, including radio ads and partnerships with high-profile shows.

By 2017, Riccobono’s team began attracting investment from notable venture capital firms. However, the COVID-19 pandemic presented immense challenges, leading to declining revenues and the potential need for bankruptcy. Chris and Aaron navigated tough decisions, reaching out to landlords and vendors for support and ultimately overcoming the odds as the brand rebounded strongly after the pandemic.

As of now, Untuck It continues to expand, with plans for wholesale growth and successes in key markets. Chris reflects on the balance of hard work and luck in their journey, emphasizing the importance of perseverance in entrepreneurship.