New clothing company aims to make geeks chic

The popular image of male IT workers with pens in their top pockets or wearing crumpled T-shirts maybe about to change.

Seattle-based Ya Joe is launching a new online direct-to-consumer clothing line aimed specifically at tech guys. Its website explains why each item was created and how it can be worn in real-life situations, with realistic fitting guides that are true to size.

The company analyzed tech staff in their day-to-day lives to better understand the clothing features that would make their lives easier, such as pockets that easily fit a work badge and mobile device, or pockets that guys can comfortably place their hands in.

"Since we wanted to make the process for our shoppers as easy and streamlined as possible, we decided to offer select options and colors," says chief creative officer Aaron Hicks. "We use high-quality materials, breathable fabrics and customize the pieces to fit within our customers' lives. The clothing is interchangeable, allowing the casual yet professional pieces to easily transition from day to night. This allows our customers to purchase a range of clothing items that all look good together".

By adopting a direct-to-consumer business model, Ya Joe avoids typical retail and advertising markups, allowing the company to offer good value, high-quality clothing. The website is also designed to provide a convenient, easy to navigate shopping experience by grouping together items for specific occasions, taking the stress out of deciding what to wear.

"In our market research, we found that our guys often had a hard time analyzing a look or style to find something that worked for them, as how do you analyze a look, feel or trend?" says Joe Boldan, Ya Joe founder and former CEO of adventure clothing brand ExOfficio. "I teamed up with Aaron to design the first-ever clothing line using an analytic approach with our tech guys in mind. Our primary goal is to alleviate the stress and anxiety these guys often experience while shopping and provide them with an alternative that has them in mind and gives them the fashion they deserve".

Do male IT staff deserve their poor fashion image? Do let us know what you think. Meanwhile if you believe your tech guys could do with some sprucing up you can point them to the Ya Joe website.