Iva Pawling

Iva Pawling

CO-FOUNDER, CEO RICHER POORER

WHY: Runs trendy women’s and men’s clothing line, which got its start in 2012 as a maker of socks but has since added boxer briefs, tees and other related “innerwear” products.

RECENT:

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Brand had already been slowly transitioning to a greater reliance on e-commerce over the past two years. Plans accelerated during pandemic. “Obviously we saw wholesale come to a complete standstill overnight, and e-commerce did the opposite for us. It completely skyrocketed,” she said.

NOTABLE: Popular offerings for work-from-home set. An edited mix of closet staples—think modal cotton bralettes, a simple midi dress, organic cotton pocket T-shirts, boxers and, of course, socks.