In a year that knee-capped apparel and designer retail, launching a fashion shopping app might seem like madness. But for The Yes cofounders Julie Bornstein and Amit Aggarwal, the risks were worth it — and not just for them, but for the fashion world at large.
The way Bornstein explained it, when The Yes debuted in May, it was on something of a retail rescue mission.
“Our heads were all spinning from what this coronavirus thing was in late March, which is when our original launch date was going to be,” she told WWD. “But by the time May came around, we were like, ‘Listen, we want to do everything we can to help drive volume for these brands.’
“Because a lot of their traditional channels were not open: their stores weren’t open, their orders were being canceled,” she continued. “We see ourselves as a partner in all senses of