Started UpTodress because I kept running into the same problem: streetwear brands design for 19-year-olds, and 'elevated basics' brands design like they're afraid of color and texture. Neither fits someone who's in client meetings at 10am and out with friends by 8pm.

The fix isn't complicated, it's just ignored:

1. Fabric weight matters more than logo size — heavier cotton and structured cuts read as premium without trying

2. Silhouettes should work layered under a blazer AND on their own

3. Drop small capsules, not massive collections — easier to keep quality high, easier for customers to actually understand what to buy

First capsule (The Founders Capsule, 3 pieces) is live now. Built it around those three rules. Would rather have 50 people who actually wear every piece than 500 who buy once and forget about it.