WeWoreWhat
WeWoreWhat is an influencer-founded direct-to-consumer women's fashion brand built around Danielle Bernstein's personal following, selling apparel, swimwear, accessories, and a recently launched fragrance through its Shopify storefront and Ulta Beauty.
- Company typePrivate
- Founded2016
- HeadquartersNew City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What WeWoreWhat does
WeWoreWhat is a privately held, influencer-founded direct-to-consumer women's fashion brand established by Danielle Bernstein in 2016. The company sells apparel, swimwear, outerwear, loungewear, and accessories through a Shopify-powered e-commerce storefront, with product price points ranging from $69 to $248. The brand has extended into adjacent categories through sub-brands and collaborations, including Hannah B Jewelry, WWW x DIFF (with Diff Eyewear), and WWW x Joe's (with Joe's Jeans), and launched a debut fragrance, WeWoreWhat 001, in partnership with manufacturer Parlux Ltd. for distribution at Ulta Beauty in 2025.
The technology stack is a standard Shopify e-commerce platform with integrated email marketing automation and a loyalty layer (the WWW Club). Revenue derives from three streams: direct e-commerce unit sales, fragrance licensing/manufacturing royalties through Parlux, and a recurring loyalty membership program offering a 15% first-purchase discount and early access to drops. Customer acquisition is driven by Danielle Bernstein's social media presence on Instagram, TikTok, Pinterest, and a personal Substack newsletter, supplemented by an ambassador program. The company serves women seeking trend-driven fashion and reports approximately $35 million in annual sales, operating with a lean 1–10 person team and relying on outsourced production and fulfillment.
WeWoreWhat firmographics
Firmographics- Name
- WeWoreWhat
- Legal name
- WeWoreWhat
- Website
- https://weworewhat.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WeWoreWhat is an influencer-founded direct-to-consumer women's fashion brand built around Danielle Bernstein's personal following, selling apparel, swimwear, accessories, and a recently launched fragrance through its Shopify storefront and Ulta Beauty.
- Ownership category
- akta.pro rank
WeWoreWhat industry classification
Industry- Product category
- Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Jewelry Retailers (458310)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
Keywords
Where WeWoreWhat is headquartered
LocationHeadquarters
- HQ city
- New City
- HQ country
- United States
- HQ region
- North America
Markets served
WeWoreWhat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: The primary revenue stream is direct-to-consumer sales through the Shopify-powered e-commerce platform, with products ranging from $69 to $248. The brand generates approximately $35 million in annual sales from apparel, swimwear, and accessories.
- Fragrance Licensing Partnership: Licensing revenue from the WeWoreWhat 001 fragrance launched in partnership with Parlux Ltd., distributed through Ulta Beauty. Parlux serves as the fragrance manufacturer and distributor.
- Loyalty Program Subscription: The WWW Club membership program offering 15% discount on first in-app purchase and exclusive access to product launches, generating recurring customer engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Apparel and accessories with price points from $69 to $248 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
WeWoreWhat product offering
Product offeringCore offering
WeWoreWhat is a women's fashion brand that designs and sells its own branded apparel—including dresses, tops, pants, swimwear, outerwear, loungewear, and accessories—directly to consumers through a Shopify-powered e-commerce storefront. The assortment is priced between $69 and $248 and is curated around founder Danielle Bernstein's personal style aesthetic, with complementary co-branded collections in eyewear, denim, and jewelry plus a debut fragrance distributed via Ulta Beauty.
Product overview
WeWoreWhat is a fashion brand founded by Danielle Bernstein, generating $35 million in annual sales. The brand operates as a vertically-integrated fashion retailer offering a comprehensive range of women's apparel across categories including dresses, tops, bottoms, swimwear, loungewear, outerwear, and accessories. The product portfolio is sold through their Shopify-powered e-commerce platform and includes collaborative collections with partners like Diff Eyewear and Joe's Jeans, sub-brands such as Hannah B Jewelry, and membership programs including The WWW Club loyalty program. The brand recently expanded into fragrance with the launch of WeWoreWhat 001 in partnership with Parlux Ltd., available at Ulta Beauty.
Differentiator
Problem solved
Functional benefit
Brands
- WeGaveWhat: Charitable initiative by WeWoreWhat focused on giving back
- WWW Club
- WWW x DIFF
- WWW x Joe's
- Hannah B Jewelry
Products and services
- WeWoreWhat Apparel
- WeWoreWhat 001 Fragrance
- WWW x DIFF Eyewear
- WWW x Joe's Jeans
- Hannah B Jewelry
- The WWW Club
Companies that use WeWoreWhat
Customer profileSegments1 record
Ideal customer profiles1 record
WeWoreWhat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WeWoreWhat partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Parlux Ltd.coreParlux Ltd. is the fragrance manufacturer and distributor partner for WeWoreWhat's debut fragrance WeWoreWhat 001. The partnership involves Parlux President Lori Singer's commentary on influencer marketing power in fragrance. The fragrance was created by Robertet perfumer Jérôme Epinette and is set to launch at Ulta Beauty.
- Diff EyewearminorWWW x DIFF collaboration featuring co-branded eyewear products sold through Diff Eyewear's platform, driving traffic to WeWoreWhat through referral links.
- Joe's JeansminorWWW x Joe's collaboration featuring co-branded denim products through Joe's Jeans e-commerce platform.
- Hannah B JewelryminorSub-brand collaboration featuring jewelry collection sold under the WWW x Hannah B line within the WeWoreWhat e-commerce store.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
WeWoreWhat competitors and assessment
Company assessmentDirect peers
- SKIMS: Kim Kardashian's influencer-founded apparel and shapewear brand, explicitly listed alongside WeWoreWhat as a leading celebrity-led fashion line. Both leverage founder audiences to drive D2C apparel sales and have expanded into adjacent categories.
- Rouje: Jeanne Damas's French influencer-led women's fashion brand, directly referenced in the same peer group as WeWoreWhat. Both target similar feminine, trend-driven DTC customers via social content-led discovery.
- Djerf Avenue: Matilda Djerf's influencer-built womenswear and lifestyle brand, listed in the same peer set as WeWoreWhat. Comparable in founder-led social commerce model, women-focused apparel assortment, and international DTC distribution.
- Reformation: Women's fashion and accessories brand selling trend-led, feminine apparel direct-to-consumer. Overlaps with WeWoreWhat on the womenswear DTC customer, occasion/office dress positioning, and Shopify-powered retail model.
- Lulus: D2C and wholesale women's apparel brand known for occasion dresses, swimwear, and on-trend separates at accessible price points ($60–$200). Highly comparable product mix and customer overlap with WeWoreWhat's $69–$248 assortment.
- Princess Polly: Influencer and social-commerce-led women's fast-fashion brand operating on Shopify. Comparable target customer, similar reliance on Instagram/TikTok for discovery, and overlapping dresses/swimwear/outerwear assortment.
- Cupshe: DTC swimwear and women's apparel brand with overlapping swimwear, dresses, and resort-wear categories. Closely aligned price points and target demographic with WeWoreWhat's swimwear line.
Broad incumbents
- Revolve: Established multi-brand online fashion retailer with deep influencer-marketing DNA. Functions as both a potential wholesale channel for WeWoreWhat and a broader incumbent competing for the same influencer-driven D2C customer.
- Aritzia: Multi-brand specialty retailer of women's fashion with comparable dress, outerwear, and swimwear categories. A larger incumbent that competes for WeWoreWhat's customer across both DTC and physical retail.
Emerging players
- Outdoor Voices: D2C women's activewear and lifestyle brand built on community-led social marketing. Comparable Shopify D2C model and influencer-marketing-driven acquisition, though focused on a different category niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
WeWoreWhat social profiles
Digital presenceWeWoreWhat financial estimates
Financial estimateRevenue estimate
Valuation estimate
WeWoreWhat leadership team
Management profileNumber of profiles
Profiles1 record
WeWoreWhat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WeWoreWhat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WeWoreWhat
What does WeWoreWhat do?
WeWoreWhat is a women's fashion brand that designs and sells its own branded apparel—including dresses, tops, pants, swimwear, outerwear, loungewear, and accessories—directly to consumers through a Shopify-powered e-commerce storefront. The assortment is priced between $69 and $248 and is curated around founder Danielle Bernstein's personal style aesthetic, with complementary co-branded collections in eyewear, denim, and jewelry plus a debut fragrance distributed via Ulta Beauty.
Is WeWoreWhat a public or private company?
WeWoreWhat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WeWoreWhat founded?
WeWoreWhat was founded in 2016. It employs 1 to 10 people.
Where is WeWoreWhat based?
WeWoreWhat is headquartered in New City, United States, in the North America region.
How does WeWoreWhat make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are fragrance Licensing Partnership and loyalty Program Subscription.
Who are WeWoreWhat's main competitors?
Direct peers on record are SKIMS, Rouje, Djerf Avenue, Reformation, Lulus, Princess Polly and Cupshe. Broad incumbents are Revolve and Aritzia. Outdoor Voices is listed as an emerging player.
Does WeWoreWhat have an API?
No public API is recorded for WeWoreWhat.
What industry is WeWoreWhat in?
WeWoreWhat's product category is Women's Apparel. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands). Its NAICS code is 458110 and its SIC code is 5600.