BOULDER — Otero Menswear, a company that caters to the fashion needs of men shorter than 5-foot-9-inches, began operations in Boulder this week.
The company uses a proprietary 3D Proportional Sizing methodology to provide the best fit to shorter men.
While owning a building seems like something every successful business should do, that’s not always the case. For many companies, it makes more sense to continue leasing space, freeing up time and capital that can be better utilized in other ways.
Otero Menswear is available at OteroMenswear.com with shipping available nationwide.
“We want to offer a solution to the apparel fit issues that I myself have dealt with throughout my life, said Steve Villanueva, one of three founding partners and CEO of Otero Menswear, in a prepared statement. Villanueva stands 5-foot-7-inches tall.
“Being professionally ambitious as well as fashion-conscious, I have searched forever for a brand that fits my body type and height so that I can confidently showcase my best self without the bother and expense of having every garment custom-tailored. Unfortunately, because men’s clothes have been structured around an imaginary ‘average’ male body size, there has been nothing on the market that is precisely fashioned to accommodate for a man’s body type, size, and height; yet body type — not just size — is the key to an impeccable fit,” he said.
Men who are 5-feet-4-inches to 5-feet-9-inches make up 40 percent of the market globally, the company said. Yet this group often has a hard time finding clothes that fit on the rack.
“Harvard studies have proven that affirming, repeatable morning behaviors (drinking coffee from a favorite mug, going for a run) send signals to your brain that reduce stress levels while improving self-confidence, and we at Otero believe that the act of putting on a finely-crafted garment is an essential, everyday ritual that helps prepare your brain for high-performance,” said Brett Lawrence, chief financial officer and co-founder of the company.
The launch line consists of a range of polos from basic everyday wear to high-end garments and t-shirts in best-selling styles and colors. All of the company’s garments are cotton and are priced from $59 to $149. Accessories are handcrafted in leather by a family of Greek artisans.
In addition to Lawrence and Villanueva, John Hess is the third co-founder.
As reported by BizWest in December, the company filed a Form D with the Securities and Exchange Commission in an effort to raise $200,000 in financing by offering equity in the company.