H. Fredriksson

In the startup world, fashion/tech is a hotspot these days, and that's mostly because A. fashion people were slow to embrace technology until recently B. tech people don't always get fashion and were afraid of it until recently and C. Gilt Groupe proved that a fashion/tech company could be successful. So it's no surprise that Google recently launched Boutiques.com, that FashionStake is aiming to bring fashion investing to the masses, or that Style Trek wants its users to give designers direct feedback in a "Facebook-meets-Net-a-Porter" fashion. In the same vein as Style Trek, the recently-launched Desquval--not to be confused with Barcelona streetwear label Desigual--is using social networking to connect shoppers directly with the designers whose clothes they're purchasing.