MySpace’s Heather Lipner Launches Uncovet to Monitor the Pulse of Fashion

June 12, 2012

11:00 am

Today, former MySpace creative director Heather Lipner publicly launches Uncovet, the sixth company born out of Science Inc. (the technology studio founded by former MySpace CEO Mike Jones).

Los Angeles-based Uncovet is a curated marketplace that helps you discover fashion and home decor from upcoming designers, vintage suppliers, and even high-end labels. They pride themselves on using data to create your personalized “style graph” and recommend fashions to you.

According to cofounder Lipner, today’s trends are quite the mixed bag: Western fashion with feathers and arrows, neon anything, statement pieces like rope necklaces, cutout jeans and florals. Men are showing off army-supply canvas totes and heavy-duty fabrics. In the home, you can spy industrial pieces like metal cabinets and wired baskets and mid-century furniture à la Mad Men.

Uncovet cofounder Heather Lipner

How does Lipner know this? Because she lives and breathes fashion through the screen of her computer. She and her team follow thousands of fashion feeds and blogs and keep an eye on clothing posted to Facebook, Twitter, Svpply, and Pinterest. They know who the influencers are, and they watch how looks go viral across networks. They analyze what’s selling and what’s not – and they pull products down as soon as the trend starts to dry up.

“I’m really interested in the data behind everything. We’re at a different time now where we can know what’s happening within a week,” says Lipner. “That’s really exciting.”

Offline, Lipner gets inspiration everywhere and anywhere – on the street, in movies, on TV shows, and in magazines and books.  She says:

“My team, we’re engrossed in it. It’s our passion; it’s our hobby. We know about the trends that happened a month ago, 2 years ago, 3 years ago. It’s our life.”

For Tech Cocktail readers, sign up for Uncovet here and use the discount code “tech.”

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Kira M. Newman is a Tech Cocktail writer interested in the harsh reality of entrepreneurship, work-life balance, and psychology. She is the founder of The Year of Happy and has been traveling around the world interviewing entrepreneurs in Asia, Europe, and North America since 2011. Follow her @kiramnewman or contact kira@tech.co.

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