Tween Fashion Site FashionPlaytes Raises $4 Million


Credit: Corbis / Rick Gomez

FashionPlaytes, a teen fashion site that lets its users design their own clothes, has raised $4 million. On the site, users choose a basic garment — like a hoodie — and then add “embellishments” to it, like custom labels, ribbons, and patterns. Customers can then order their creations. The company tells Mass High Tech that its users have designed 200,000 items of clothing since the site went live last fall.

The startup is one of a number of personalized fashion sites that have attracted interest from investors. Others include StyleCaster, MyShape, Polyvore, and StyleFeeder, which was purchased by Time (NYSE: TWX) earlier this year.

This second round was led by Fairhaven Capital Partners. The company had previously raised $1.5 million in a first round led by New Atlantic Ventures and LaunchCapital in April 2009.

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