But raising the money in what she called the “high-capital game” of apparel has not been easy. Durkee said it would cost her $200,000 to launch a new line of reversible skirts and strapless camisoles fit for cycling.
She hopes to dig into that total through Kickstarter and started her 60-day, all-or-nothing campaign in late November to raise $50,000. As of Wednesday afternoon, 106 people had pleged $10,890.
Anyone can pledge as little as $1. Contributors will receive merchandise for pledging, such as a My Alibi camisole and stickers for pledging $88 or more. Durkee said she’s using the site to allow customers to pre-order inventory so she can determine demand.
“It’s a real high-capital game, the apparel industry,” Durkee said. “As an entrepreneur, I found it difficult to raise the funds. But I realized Kickstarter was a way to not only get the brand out there but also engage the community in supporting it.”