If you ever need a second opinion on an outfit from the entire world, Pinxter has you covered. The Alexandria-based startup is only nine months old, but its apps have already gathered over a hundred thousand users in dozens of countries who share their feedback on fashion. You can think of it as a "hot-or-not Pinterest meets Instagram," according to Pinxter co-founder Sergei Dubograev.
Dubograev said he originally came up with the idea last year when shopping with his wife and sister and saw the endless comparing and questioning of whether or not an outfit looked good.
"I thought, there's gotta be an app for that," he said.
Working with his friend and fellow co-founder Dimitri Simerazhko, Dubograev put together a solid idea of what Pinxter would be in June. With dizzying speed, the two brought in $100,000 in a round of angel investment and launched the app in August.
Users can post photos of clothing or of themselves trying on clothing and get quick yes or no votes from not only friends on the app but anyone around the world. Tagging brands and trends can build up what Dubograev calls a "social fashion community." It becomes even more interactive when brands, who pay monthly and yearly sponsorship fees, weigh in on the fashion too and promote their products on the app. They also get access to data that helps them work out where and by whom their products are being bought.
"There's a lot of analytics available for brands," Dubograev said. "It really helps brands understand users and it works like one marketplace for both sides."
Along with revenue from the sponsorships, in-app currency called "diamonds" are available for people and brands to use to promote any image they especially like or want to get more attention for. Dubograev did say he was surprised how many people were willing to pay to boost pictures of themselves to the front of the trending list when it had mainly been conceived as a tool for companies. Apparently it's not just Instagram where people want followers and approval for their photos.
The platform isn't just limited to brands sponsoring the app. Pinxter partnered early this year with WeddingWire, the huge Chevy Chase-based wedding planning company to make WedStyle, an app built on the Pinxter platform but branded and with content by WeddingWire. That's another area where Dubograev expects more growth, the "white-labeling" of the platform. It's part of what led to another round of angel investment in February for $175,000.
Pinxter is growing quickly, with 30 plus votes entered a minute and people checking it sometimes 17 times a day according to Dubograev. His team of less than ten employees, based both in Alexandria and on the Crimean peninsula, have a lot more in store for the year ahead he said. There will be new apps rolling out to do for food, wine, travel, cars and more of what Pinxter is already doing for fashion and weddings. There are also tentative plans for a third round of investment, bigger this time, to scale up the app and really take it to the next level.
The global aspect of the app has also been appealing to users and companies who can start getting a sense of trends as they rise and fall on a much bigger scale than usual.
"We've already been among the top 20 apps in 37 countries," he said. "We're connecting cultures all over, it's fun."
