ModCloth is an online fashion retailer that focuses on clothing with a vintage or alternative appeal.
All about ModCloth
ModCloth is an online store that focuses mostly on women's clothing inspired by vintage styles of days gone by, although they've also added collections of shoes, accessories, and gifts recently. You can shop their store either by what their latest items are, or by the piece you're looking for (say, ModCloth dresses, tops, bottoms, outwear, swimwear, or even wedding outfits).
Their official website, modcloth.com, also highlights new offers and deals they have going on, like new collections of outfits for the office or brand-new retro-styled swimsuits that are available. Their website is also where you can sign up for their e-mail mailing list, which means you'll get updates with great offers for ModCloth clothing and news about the latest clothes. Don't forget to add them to your favorites here on Tiendeo, too, so you'll always be on top of the latest fashions at ModCloth.
The history of ModCloth
ModCloth was founded by Susan Gregg Koger and Eric Koger when they were both still college students. That was in 2002, and the idea was to create a platform where users could sell their vintage dresses when they fel like a change. It quickly took off, and today it's one of the most popular online shopping portals for fashion-savvy shoppers. Their headquarters are in San Francisco, California, and they employ over 300 people.
ModCloth stands up for models of all shapes, sizes, and colors in their ads
ModCloth has a history of committing to body positivity in its advertising. In 2014, they were the first retailer that officially signed a pledge to not use Photoshop to alter its models' appereance. The pledge is called the "Heroes Pledge for Advertisers" and states that they won't modify "the shape, size, proportion, color" of their models, nor will they change or remove any of their physical features.
They continued to be body positive when htey started using their staff members to model their swimsuits, who are women of all different shapes, sizes, and colors.
The following year, in 2016, they decided to stop referring to clothing as "plus sized" in response to their survey that showed that their shoppers were embarrassed if they shopped in a section with a different name.