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Betches to Curate Footwear for JustFab

Online fashion subscription service JustFab, owned by TechStyle, announced a new collaboration with Betches, the hit social media platform.

The pair plan to take advantage of joint marketing opportunities and a provide a curated collection selected by Betches’ creators, which will include an assortment of footwear, apparel and handbags.

College roommates and childhood friends, Jordana Abraham, Samantha Fishbein and Aleen Kuperman created Betches, the popular blog, in 2011.

“We’re so excited to be working with JustFab on this partnership! Our two teams were in sync right away and it’s been a natural fit from the start. We can’t wait for our fans to see our first collection and our ongoing collaboration this coming year,” said Betches’ creators.


The collaboration aims to celebrate women through highlighting humor and fashion for women of every age and size. JustFab and Betches will share select graphics that captures Betches and JustFab’s light-hearted and quirky sensibility over social media, including to Betches’ 4.5 million Instagram followers.

“For JustFab, partnering with Betches just makes sense—we are at the forefront of using technology to better understand our customers’ needs and serve them with the right products, styling, trend information, and fashion & lifestyle content,” said Traci Inglis, TechStyle chief marketing officer. “Betches provides its customers with just that, along with a healthy dose of humor. Women relate to the Betches content because it pokes fun at our everyday lives in a way that is relatable and fun. Our customers love that.”

The official launch event is scheduled to take place in November of this year.