Sasha Lindqvist

Portraits of fashion technology companies, written while they are still figuring it out

Fashion Innovation Stories is an independent publication written by Sasha Lindqvist, a business journalist who covers startups, accelerators and funding in fashion technology. Each piece is a long-form portrait of a company at a specific moment — a pivot, a fundraise, a product repositioning — drawn from public sources: filings, product pages, job postings, press releases and published statements. No company pays to appear here, and none sees a piece before it is published.

The publication covers the full arc of early-stage fashion technology: founding decisions, accelerator cohorts, funding rounds, go-to-market missteps and the structural reasons some ideas take longer than expected. The goal is a record that is useful to founders, investors and operators who want to understand how these companies actually develop, not how they describe themselves in a deck.

If something in a piece is factually wrong, we want to know. Write to us with the specific claim, the correct information and a source we can check. We will review it and correct the record promptly.

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Editorial mission

Public sources, linked

Every factual claim traces to a document, a product page, a job post or a published statement. We link what we use so you can check it yourself.

No sponsored coverage

Companies do not pay to appear in this publication. Coverage is chosen on editorial grounds alone — stage, sector relevance and what the story adds to the public record.

The difficult parts are the point

A portrait that skips the mispriced launch or the pivot is not a useful portrait. We write the wrong turns because those are the parts that transfer to other founders.

Corrections are welcome

If a piece contains a factual error, contact us with the claim, the correction and a checkable source. We review every correction and update the record when warranted.