Cider

Cider is a direct-to-consumer womenswear brand headquartered in Hong Kong, with offices including Guangzhou, Los Angeles, New York, London and Seoul. It sells mainly through its own app and site to Gen Z shoppers worldwide, using a small-batch "smart fashion" model that releases trend-driven capsules rather than seasonal collections: Y2K and cottagecore dresses, corset and cutout tops, denim sets, knitwear and swim, mostly priced between $15 and $50. Licensed collaborations include Bratz. Investors include Andreessen Horowitz, DST Global and IDG Capital, backing roughly $140 million raised and unicorn status by 2021.