Greg Selkoe, best known for being the founder of Karmaloop, previously partnered with Paul Judge and Cedric Rogers to launch Curateurs, a men’s shopping site that sells items curated by influencers. The app featured editorial stories and content about many influencers including A$AP Ferg and Ryan Leslie. Now, the app is changing its name to Looklive, an existing site the trio acquired in July. Looklive is a platform that posts pictures of male celebrities’ outfits and allows users to shop for the pieces or peruse more affordable versions of things that catch their eye. As an e-commerce site and app, Looklive lets people choose celebrities they like and whose style they would like to emulate.
“We sold a limited-edition collection of cactus headbands that Pharrell wore on The Voice and they sold out,” said Selkoe. “We learned that people didn’t care that much if Pharrell owned the item. They were more interested in the style and we thought, ‘Why are we doing as much work when, really, people just want to see and buy the style?’ It’s not as important whether it came out of their closet and where it came from.”
Looklive has also partnered with Complex Media, and the two entities will have a channel within the app that will feature images and videos from Complex‘s site, along with shoppable content. In the future, it is possible that Looklive’s functionalities will be integrated into Complex.