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FLXCUF is a product created by Peel Strategic Founder Jay Fuller. It's a men’s accessory designed to hold dress shirt sleeves in place with one (clean) fold. From product design to branding, he developed and grew FLXCUF in the men's fashion space over the course of 6 years.


Without a marketing budget, product placement opportunities for cost-effective awarenesss were identified through platforms such as Touch of Modern, The Grommet, and monthly subscription boxes. These grassroots strategies prompted retail placement with Mugsy Jeans and "The Fold, That Holds" was also featured in Men's Health and TheChive.

Ultimately, FLXCUF grew over 160% and was eventually sold to the Million Dollar Collar brand, still operating under the same name. 

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