Nice (Horizontal) Pants!
Lindland Clothing launched a fashion mini-hit by literally turning corduroy on its side.
By Christopher Null, Business 2.0

NEW YORK (Business 2.0) - The trendy new concept of horizontal corduroy pants was hatched by awkward, idle chatter.

At a cocktail party in 1998, Chris Lindland was surrounded by clothing designers. Afraid he would have nothing to say to them, Lindland gazed down at his corduroy pants.

"How come no one makes horizontal cords?" he blurted out.

Rolling their eyes, the designers explained why the idea was idiotic: Horizontal lines are taboo because they make clothes—and butts—look wider.

Trying things on for size

But in ensuing years, Lindland became obsessed by the blasphemous concept. Finally he paid a Ukrainian atelier near his home in San Francisco to make a pair.

"Everywhere I went, people asked where I got them," Lindland says. Such reactions convinced him that he was onto something.

And though Lindland knew nothing about apparel, he wasn't a business neophyte: During the dotcom boom, he co-founded Web storage company I-Drive, and he later sold a cartoon series to cable's Spike TV.

So in the summer of 2004, he founded Lindland Clothing. "It was a stupid idea," he admits, "but it seemed to have appeal."

Fashion foray hits a snag

A year ago Lindland placed his first order for 500 pairs of slacks with a nearby factory—and he immediately learned why clothing can be more complicated than websites.

For starters, a panel was miscut on the first batch of pants, making the entire order worthless. "In software, if you blow something, you can stay up all night and fix it," Lindland says. "In apparel, you're sunk."

Then, when replacements finally arrived in January, no store would stock them. "Clothing retailers typically buy in February and March for fall and winter delivery," says Lindland, now savvier about the industry's lead times.

Ready to wear

But rather than sit on the pants, he launched a website to sell both the corduroys and a horizontal seersucker. Cordarounds.com, still the company's only retail channel, has moved 2,000 trousers at $88 apiece.

A cross between Jcrew.com and TheOnion.com, the site celebrates fictional Cordarounds products, such as a zeppelin shaped like the pants, and tells the story of an Alabama man who uses Cordarounds cords to outfit Confederate troops in war reenactments.

Though the tales are patently ridiculous, Lindland says he's received numerous applications for staffing the blimp.

Of course, Lindland hopes that pants are just the cornerstone of an oddball fashion empire. He claims to have e-mail from 500 women begging for female versions, and he also plans to make skirts and blazers. But he's in no hurry to cannibalize the cash cow.

"Before extending the line," he says, "we're going to extract all the value we can out of horizontal corduroys."

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.