Fashism, the online and mobile platform that allowed unsure people to post photos of their outfits and have strangers vote on whether or not they suck (aka the “Hot or Not” for street style), is officially dunzo, according to an email the site’s founders recently sent out (via Valleywag).
That’s despite the fact that a bunch of celebrities, including, most notably, Ashton Kutcher and ex-wife Demi Moore invested over $1 million into the startup back in 2010. The last we’d heard, the site ventured into e-commerce (as just about everyone did) and added an Android app. Sadly, it sounds like those efforts didn’t foster enough growth.
Read the full goodbye letter below.
We have some disappointing news to share. After 4 amazing years, we have decided to shut down the Fashism website and apps at the end of this month. Although you guys are an amazing and engaged community, we have not been able to generate enough revenue to keep Fashism up and running.
We started Fashism four years ago because the internet needed a safe space to get unbiased, excellent advice on fashion and beauty choices. Like many people, we love getting that little extra bit of reassurance on our style choices from peers, whether they be friends, family, or a loving worldwide community of fashionable strangers on the Internet! And that’s exactly what we created.
Getting to work full-time on this company over the last few years has been a dream come true, and obviously it would not have been possible on our own. The entire Fashism team and our group of investors have been absolutely amazing and we are eternally grateful for their support. But most of all, we want to thank all of YOU for helping to create this awesome community. Thank you for posting your photos, revealing your latest finds, showing off your style, giving great advice, and being part of this adventure.
Brooke and Ashley
Personally, we weren’t super into the idea (being criticized online is something we try to actively avoid, not seek out), and apparently others weren’t either. Though, we always thought the name was pretty clever.
And fortunately for Ashton, he still has a few other more successful startups in his portfolio, like Fab.com and The Fancy. So, don’t worry about him guys! He’s okay.