How an uncool menswear brand struck it big

Why Untuckit is favoured by the likes of Leonardo DiCaprio and Apple Chief Executive Tim Cook. How did Untuckit an unfashionable menswear company make it big in the fashion start-up scene? Writing in the Business of Fashion Chavie Lieber tells the story of Untuckit, which through mastering simplicity, carved out a loyal (and lucrative) customer base.