What Mi Cocina Denim does

Mi Cocina Denim (legal entity: UcS DUNGAREE Co., doing business as MI COCINA / UBI-IND) is a privately held, founder-led direct-to-consumer brand founded by Ulrich "UBI" Simpson, a former designer for Tommy Hilfiger. The company designs, manufactures, and sells indigo-dyed denim and canvas kitchen and table essentials — aprons (full-length, mid-length, waist, kids, and a premium black canvas/leather style), oven mitts, trivets, placemats, napkins, table runners, bags, log bags, and a dog bag holder — through a Shopify-powered online storefront and four museum store partners (Guggenheim, SF MOMA, Smithsonian, Obama Foundation). Products are cut and sewn domestically in small batches using indigo-dyed denim, heavyweight canvas, latigo leather, and YKK brass hardware; the indigo dye is intentionally selected to soften, fade, and gain character with use rather than degrade, positioning each piece as a durable, long-rotation good.

The business operates on a one-time purchase model with no subscription or recurring revenue component. Pricing is structured as premium one-time/perpetual license, ranging from $25 (Dog Bag Holder) and $26 (placemats) up to $125 (Classic Apron) and $195 (Premium Apron), with free standard shipping on orders over $100. International shipping extends to Canada, the United Kingdom, and Australia in addition to the United States. Customer acquisition leans on earned media (Oprah Daily, Bon Appetit, NYT Wirecutter, Forbes, Martha Stewart Living) supplemented by owned social channels (Instagram, Facebook, Pinterest, YouTube, TikTok) and a newsletter offering 15% off the first order.

Mi Cocina is bootstrapped with no disclosed venture or institutional investment, no parent company, no subsidiaries, and no M&A activity in the source data. The corporate entity is registered in San Francisco, California, with a single headquarters address and a separate returns/shipping address. Operating geographies span North America (US, Canada), Europe (UK), and Oceania (Australia), though the company does not make a global-footprint claim. The commercial mix is fundamentally long-tail DTC supplemented by curated museum-store wholesale, with the Premium Apron originally designed through a Mi Cocina x Robert Mapplethorpe collaboration for the Guggenheim Museum Store as a flagship product narrative.

Name

Mi Cocina Denim

Legal name

UcS DUNGAREE Co.

Website

https://micocinaus.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mi Cocina Denim is a privately held, bootstrapped DTC brand founded by Ulrich "UBI" Simpson that designs and sells small-batch, indigo-dyed denim aprons, kitchen textiles, and table linens via Shopify and museum-store partners to home cooks, hosts, gardeners, and gift buyers.

Ownership category

akta.pro rank

Product category

Premium Denim Kitchen & Table Goods

NAICS

Apparel Manufacturing (315), Curtain and Linen Mills (31412)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB)

akta.pro secondary industries

Denim & Twill Fabrics (CRAAAMAE), Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts) (IMAOAEAD)

Keywords

• Denim kitchen aprons
• Table linens
• Oven mitts
• Denim home goods
• Small batch textile goods

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct product sales: One-time purchase model for physical textile goods (aprons, oven mitts, placemats, table runners, bags). No subscription or recurring revenue model; customers buy individual products or bundles at listed prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Mi Cocina Denim designs, manufactures, and sells small-batch denim and canvas kitchen and table essentials — primarily aprons, oven mitts, trivets, placemats, napkins, table runners, bags, and accessories — made from indigo-dyed denim that softens and fades with use. Products are cut, sewn, and finished domestically in America and sold direct-to-consumer online with selective museum retail distribution.

Product overview

Mi Cocina Denim is a direct-to-consumer brand selling modern denim-based kitchen and table essentials. The product portfolio centers on durable cotton denim aprons (available in Classic, Waist, Mid-Length, Full-Length, and Premium Canvas & Leather styles), complemented by oven mitts, trivets/pot holders, placemats, napkins, table runners, and accessories (bags, log bags, dog bag holders). All products are made from indigo-dyed denim that softens, fades, and gains character with use. The company operates as a single unified e-commerce brand with products sold primarily through its Shopify-powered online store, designed for people who cook, host, garden, and appreciate everyday utility pieces.

Differentiator

Problem solved

Functional benefit

Products and services

• Aprons

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• McAteer Campus Community FarmminorStrategic or Co-development Partner · 8 August 2025A limited edition BMC (Frame Bag) collection was created in partnership with McAteer Campus Community Farm — first 25 people to sign up and complete 3 hours of community service on September 26th could purchase one of 25 limited edition bags. Pre-orders closed August 8th.
• Guggenheim Museum StorecoreChannel Partner/ Reseller/ DistributorMi Cocina's Premium Apron was originally designed for the Guggenheim Museum Store through the Mi Cocina x Robert Mapplethorpe collaboration. The Guggenheim is a primary museum retail partner stocking Mi Cocina products.
• SF MOMA StorecoreChannel Partner/ Reseller/ DistributorSF MOMA is a museum retail partner that carries Mi Cocina products, providing curated retail distribution in a major cultural institution.
• SmithsoniancoreChannel Partner/ Reseller/ DistributorSmithsonian institution is a museum retail partner for Mi Cocina products.
• Obama FoundationcoreChannel Partner/ Reseller/ DistributorObama Foundation is a museum retail partner for Mi Cocina products.
• Surfers HealingminorGTM or Marketing PartnerCo-founded by Danielle (Mi Cocina collaborator and featured brand personality), Surfers Healing is a surf therapy charity founded in 1996. Danielle promotes Mi Cocina products (apron) through the brand blog and community.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Pottery Barn: National home furnishings retailer with deep assortments in table linens, kitchen textiles, and gift-worthy home goods. Comparable on table-linen product overlap (placemats, napkins, runners) and gift-guide-driven demand cycle.
• Williams Sonoma: Large multi-channel kitchen and home retailer carrying premium aprons, linens, and table goods. Comparable on product category and premium consumer positioning, though Williams Sonoma operates at vastly greater scale and assortment breadth.
• Buck Mason: American heritage-inspired apparel brand emphasizing domestic production and durable cotton goods. Comparable on the made-in-America, denim-rooted, premium positioning that underpins Mi Cocina's brand identity.
• Food52: DTC home and kitchen brand with curated house-label products including linens and kitchen tools. Comparable on premium DTC distribution to design-conscious home cooks, though Food52 spans a much broader category mix.
• Made In: Direct-to-consumer cookware and kitchen brand with premium positioning and chef-ambassador strategy. Comparable on DTC premium kitchen model, though Made In focuses on cookware rather than textile kitchen goods.
• Carhartt: Established workwear and durable-goods brand with strong credentials in canvas and heavyweight fabric apparel. Comparable on the durable-cotton workwear aesthetic that Mi Cocina borrows for its aprons and kitchen textiles.

Emerging players

• Our Place: DTC lifestyle kitchen brand with premium pricing, design-forward positioning, and direct-to-consumer plus selective-retail distribution. Comparable on the premium DTC kitchen-lifestyle playbook even though its core category is cookware.
• LinenMe: Direct-to-consumer linen home textiles brand offering napkins, runners, placemats, and kitchen goods at premium price points. Comparable on the premium natural-fiber table linen DTC model.

Direct peers

• Hedley & Bennett: Premium apron and kitchen workwear brand selling directly to home cooks and professional chefs. Closely comparable to Mi Cocina on product category, premium pricing tier, DTC-plus-selective-retail model, and made-in-America positioning.
• Tilit: NYC-based maker of chef aprons, work shirts, and culinary apparel. Direct competitor in the premium denim/canvas apron segment with overlapping customer base among professional chefs and culinary enthusiasts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/shopify
• Facebookfacebook.com/SHOPMICOCINA
• Instagraminstagram.com/shopmicocina
• Pinterestpinterest.com/ShopMiCocina
• TikToktiktok.com/@shopify

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mi Cocina Denim