When the pandemic hit the U.S. in March, married couple “Zito” and Christin Zito were trying to figure out next steps. Zito, who spent the past 20 years on the road most recently serving as production manager for Steve Aoki, and Christin, a celebrity hair and makeup stylist, weren’t sure what to do.
On Easter Sunday the couple was planning a cheat meal for their diet and Zito had a sourdough starter already made. While brainstorming what to make with it, they settled on sourdough cinnamon rolls. Having previously baked sourdough bread during Covid-19, the Zitos immediately knew there was something special about the sourdough cinnamon rolls. When Christin posted a photo on Instagram of their cheat meal,
This is an installment in a special series, Startup Year One, interviewing startup founders about the major lessons they learned in the immediate aftermath of their businesses’ first year of operation.
While it might seem counterintuitive, getting dressed for work—even for working at home—is actually an even greater burden and source of anxiety for women professionals in the Zoom era.
So says Showly Wang, who with cofounder Amy Jiang, recently launched Pairess, a self-described feminist, direct-to-consumer fashion brand on a mission to help women succeed professionally with stylish apparel that’s also functional. (Think real pockets that actually fit a phone and machine washable fabrics.)
Fortune recently spoke with Wang and Jiang about how the first few months are going and what the pair plans to do next.
The following interview has been condensed and lightly edited for clarity.