Sometimes the key to entrepreneurial success hinges on discovering a solution to a problem after months or even years of laborious trial and error. On the other hand, sometimes the answer is right under your nose. This was the case for Michael Dweck, who moved into a tiny Manhattan apartment with his now-wife Laura only to find his tattered, long-time accumulated sock and underwear drawer could barely shut. 

When it came time to refresh and replenish his drawer, Michael found the shopping experience to be a pain. He was faced with the choice of expensive designer products or cheap, generic options, neither of which sounded appealing. Together, Michael and Laura recognized this opportunity and created Basic Outfitters, an e-commerce site that offers high quality and affordable men’s essentials via a convenient digital shopping experience that takes no more than two minutes to customize and complete.