1. May 13, 2015
Former Spanx executives launch fashion
tech company designed to keep you cool
Two former Spanx Inc. executives want you to
keep your cool.
Last year, Mary-Cathryn Kolb and Tosha Hays left
their jobs at Spanx. In May 2015, they launched
Atlanta-based Brrr!, which makes accessories,
home goods and clothing made of fabric designed
to stay cool.
Kolb and Hays plan to license the company’s
technology under the name “BrrrX.” The fabric
is also moisture wicking and it offers UV/SPF
protection.
Kolb said there were “trade secrets” around the
synthetic fabric blend, but the source of the cooling is
simply air.
“What is in the market now are products branded
as cooling, but their function is [moisture] wicking,”
Kolb said. “The difference is ours is truly cooling to
the touch. And consumer goods in the marketplace
are geared toward performance and athletic wear; ours
is positioned to be every day, ready-to-wear garments
and bedding.”
Hays, who has a background in textiles, said she
wanted to help create something that would be
“disruptive” to the market.
“I had a recipe in my head of how I thought a fabric could be really cold based on the yarns I knew were out
on the marketplace,” Hays said. “Humans have always worn clothes to get warmer, so why not wrap up to cool
down?”
Brrr!’s first product line, which debuted on its website this month, includes an array of scarves paired with sleek
clutches.
Tosha Hays (left) and Mary-Cathryn Kolb recently launched a fashion
tech company “Brrr!” in Atlanta.

2. Kolb and Hays have several decades of combined
fashion experience. Kolb worked for Toms Shoes
during its startup phase and Hays worked at Tommy
Hilfiger. They met during their time working at Spanx
and connected over their mutual desire to build their
own brand.
“It’s rare to find people that have a real pulse on fashion
and also technology,” Kolb said.
Brrr! is wrapping up a funding round that included
contributions from prominent Silicon Valley investors
Bob Kavner, Doug Sellers and Larry Marcus, but Kolb
and Hays declined to share a specific funding amount.
Part of the funds from the investment round will go
toward Brrr!’s R and D pipeline, and the founders plan
to keep rolling out new products over the coming
months.
Hays said there are “endless” potential applications for the fabric that range from mens undershirt and boxers
to baby swaddling blankets and home decor, but right now the duo is focused on its women’s fashion line, home
line and baby line, called “Brrr Baby.”
The founders also said they are in talks with several lifestyle brands about the possibility of licensing the fabric
for exclusive private label goods. Another possibility is partnering with major department stores.
Although it will target a national or even global demographic, Brrr! will be headquartered in Atlanta, the
founders said.
“We think Atlanta is the place to be right now, especially for technology,” Kolb said. “On either coast you have
quite a saturated market, and Atlanta is just starting. It’s tantalizing to be here with all that technology, and there’s
quite a few success stories that have come out of Atlanta.”
“I had a recipe in my head of
how I thought a fabric could
be really cold based on the
yarns I knew were out on
the marketplace,” Hays said.
“Humans have always worn
clothes to get warmer, so why
not wrap up to cool down?”