Community Business Highlight: BASICally a Success Story

Men, do your basics need a refresh? Odds are they do because statistics say most men keep their undergarments for up to seven years! A few years back when Basic Outfitters founders Michael and Laura Dweck first got married and moved to NYC, Michael quickly noticed his basics needed a major update.

It was then that he had to make a decision that most men must make: would he spend a lot of money on expensive designer socks and briefs or take his chances with cheap, generic alternatives? That's when it became clear to Laura and Michael that there was a gap in the market that they could fill. Basic Outfitters was born out of the demand for high-quality, well-priced, fashionable and comfortable basics.

On the Basic Outfitters website, you can purchase fashionable under garments and lounge wear as individuals or select the Create-A-Drawer option. Create-A-Drawer is another idea that makes Basic Outfitters the unique and affordable option for potential clients. When you select Create-A-Drawer, you get to choose a pack of socks, pack of underwear, pack of undershirts, and one pair of jogger pants for $60, a $120 value! Making refreshing your undergarments a snap! Not only do you save 50%, with Create-A-Drawer you also get free shipping. All around a genius way to entice the customer to buy more and get more.

This amazing business wouldn’t go unrecognized for long. Starting only two years ago in 2015, Basic Outfitters has been featured in Vogue as well as on Good Morning America, Men's Health, People magazine, GQ, INC. and more. Michael and Laura were also honored to be named on the Forbes 30 Under 30 list. 

“Its incredible to work with my wife each and everyday building a company together,” said Michael.

Perhaps the most significant publicity Basic Outfitters has received to date was the opportunity to be on ABC’s Shark Tank. Less than 0.5% of companies applying make it to TV, so the Dweck's felt extremely blessed & fortunate. 

“The experience was interesting to say the least, it was very surreal. Watching the show for 7 seasons, the set and the sharks were familiar to us. Our strategy going in was to be prepared,” explained Michael of their experience, “We studied our company for months, writing flash cards and re-watching every episode of Shark Tank. We were able to anticipate and answer every question we faced.”

Once their episode aired, the company saw large growth in a matter of days. The story of their founding reasoned with many viewers. The sharks were very impressed with the quality of their products and that also sparked tons of interest from customers.

For more information or to score some great deals on premium basics, head to BasicOutfitters.com.

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Frieda@sephardic.org

Frieda Schweky is Sephardic.Org's official community events reporter. For inquiries and to get involved with our site, please contact Frieda via email.