Vollebak Closes Series A Funding Round | Future of Clothing

Vollebak: Pioneering Clothing for an Evolving Future

Visitors to the website of Vollebak, a London-based direct-to-consumer clothing company established six years ago, are often struck by the ambitious descriptions accompanying its products. These include a jacket “engineered for a world facing megastorms, where conventional ‘waterproof’ protection falls short,” a hoodie designed to resist rain, wind, snow, and even fire, and a fleece intended to replicate the comfort and functionality of prehistoric animal hides.

The Vision Behind the Brand

This distinctive marketing approach is the direct result of CEO Steve Tidball’s creative direction. He co-founded Vollebak alongside his twin brother, Nick Tidball, both of whom previously worked in the advertising industry and share a passion for the outdoors. While family commitments and the company’s expansion have kept them closer to home recently, Steve Tidball personally crafts the brand’s compelling copy, revealing this during a recent discussion about Vollebak’s commitment to creating “clothes for the future.”

During this conversation, questions were addressed regarding the extent of technological integration in the clothing’s production. It was also disclosed that Vollebak has secured approximately $10 million in external funding, with a Series A round nearing completion, spearheaded by Venrex, a London-based venture firm, and including participation from Airbnb co-founder Joe Gebbia and Headspace CFO Sean Brecker. The following is an edited version of that exchange.

The Genesis of Vollebak’s Marketing Strategy

TC: Your company was launched with your twin brother, Nick. A significant aspect of its success appears to be the innovative way your clothing is marketed. Could you share some insights into how this approach developed?

ST: We initiated the company five years ago. Prior to that, we collaborated in advertising for 15 years, which likely contributes to the enjoyable nature of our marketing efforts.

We’ve consistently adhered to a straightforward marketing principle: minimize expenditure. For instance, we developed our initial clothing item for space – a deep sleep cocoon. In marketing, identifying your target audience is crucial. In our case, that audience was essentially one individual: Elon [Musk]. Consequently, we secured a billboard space opposite SpaceX, displaying a poster that read, “Our jackets are ready. How’s your rocket progressing?” It was a cost-effective strategy that garnered significant attention, leading to a call from NASA the following week and subsequent discussions.

Technology and Material Science in Clothing Design

Your clothing reflects anticipation of future challenges, such as space travel and sustainability. You offer a solar-charging jacket capable of emitting light and a “black squid” jacket inspired by the squid’s adaptive camouflage. How much technology is truly incorporated into these designs?

Over the past five years, our primary focus has been on material science. As a startup, this area has been accessible to us. Technologies like AI or exoskeletons require substantial funding, whereas material science is within reach for emerging companies. We are deeply intrigued by the potential of material science, an area that has historically been underexplored in product development.

One of our most notable launches was the world’s first graphene jacket. Even the scientists who first isolated graphene are unsure of its full capabilities. Therefore, we designed a jacket with one side containing graphene and the other without, encouraging users to test and report their findings. We hypothesized that graphene could store and redistribute heat due to its unique properties and limitless heat storage capacity. The feedback was remarkable.

A U.S. doctor, experiencing freezing temperatures in the Gobi Desert, wrapped a graphene jacket around a camel. The jacket absorbed the camel’s heat, allowing the doctor to remain warm throughout the night. Another individual, a Russian mountaineer in the Nepalese Himalayas facing hypothermia, used the jacket to capture the last rays of sunlight, providing crucial warmth during a perilous night.

Manufacturing Processes and Production Runs

How are garments like graphene or ceramic shirts manufactured? Do you utilize specialized looms or 3D printing? What is the production process?

The answer is that they are manufactured with considerable difficulty, which explains the higher cost of our clothing. We collaborate with highly specialized factories, primarily located in Europe, equipped with advanced machinery that is not widely available.

Do you typically produce your merchandise in limited quantities?

Yes. Initially, this was largely due to limited capital. We produced as much as we could, items sold out quickly, and we attempted to increase production as the business grew. Furthermore, some designs are so complex or experimental that producing large quantities would be imprudent. We often create small runs of our most innovative products to assess their functionality and potential for improvement.

Designing for the Challenges of Space Travel

Your latest experimental product is the Mars jacket and pants. For what purpose would one wear these?

An ironic aspect of creating clothing for Mars is the necessity of testing it on Earth. However, the reality of space travel is an anticipated surge in the number of individuals traveling to space and the corresponding demand for specialized workwear. Scientists, biologists, builders, engineers, and architects will require appropriate attire. We aim to proactively address these needs by considering the tasks and challenges associated with lunar, Martian, or orbital missions. This is why the jacket includes a vomit pocket, as the vestibular system is disrupted in the absence of gravity.

How did you gain knowledge of the vestibular system? You are renowned for your marketing expertise. Are you also a scientist?

I’m a self-proclaimed scientist [laughs]. However, we are surrounded by insightful individuals, including experts in the future of warfare and space exploration. We often joke that our business operates primarily through WhatsApp.

Customer Feedback and Future Expansion

Where do you primarily receive customer feedback? Many direct-to-consumer brands actively engage on social media platforms like Instagram and utilize Slack channels. How does feedback collection work at Vollebak?

I had an early conviction that combining cutting-edge technology with accessible and responsive customer support could be a powerful combination.

Currently, you exclusively sell through the Vollebak website. Is there any possibility of this changing?

Not in the foreseeable future. Maintaining direct customer feedback has been central to our brand identity. I am concerned about losing that connection if customers were to purchase our products through wholesale channels, as they might not have a direct link to us. Valuable information would be lost.

We are actively exploring opportunities in the metaverse, which I find incredibly exciting. The convergence of the virtual and real worlds presents a compelling prospect. We are currently developing innovative concepts in this space and seeking the computational power necessary to process our work. Ultimately, we will invest heavily in anything we believe will shape the future.

(The full conversation, including details about Vollebak’s plans for a women’s line and its funding situation, can be found here.)