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Named to Fast Company's Most Innovative Companies list in 2017 and as Digiday's Most Innovative Publisher in 2018, Who What Wear combines the power of data science with its expert editorial team to create fashion, beauty, and trend content as well as products that millennial and Gen Z consumers crave. With headquarters in Los Angeles, Who What Wear has offices in New York City, London, and Minneapolis, and has Amazon, Greycroft Partners, BDMI, WndrCo, and others as key investors.


Our founders

Katherine Power and Hillary Kerr founded Who What Wear in 2006 with the ambitious idea to reimagine how women consume content and shop for these products online. Katherine now serves as CEO and Hillary as Chief Content Officer.


Awards + Recognitions


Our Obsessee Pop-up Store Experience Named One of Entrepreneur's Most Brilliant Ideas


Fast Company’s World’s Most Innovative Companies 2017 

“For parlaying fashion advice into retail gold” 


Katherine Power and Hillary Kerr named to Inc. Magazine’s 20 Young Entrepreneurs to Watch in 2017 


most innovative publisher


CEO, Katherine Power, named to Fortune’s 40 under 40 in 2016