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Modington Lets You Shop For Outfits, Not Just Clothes
Pranav Dharma, a former IBM engineer, self-described "fashionable" geek, and founder of new women's apparel startup Modington, thinks that today's online e-commerce sites don't reflect how women really shop for clothes and accessories. So he decided to create one. Enter, Modington. "I was inspired by observing how my wife shops," says Dharma, "she would get a dress, then started hunting for accessories. I thought there's room for improvement there [with online shopping], because the current websites don't seem to capture this natural manner in which women tend to shop," he explains.

Don't be the product, buy the product!