Past event…

Event Ended

Westfield Labs

Do you love fashion+technology? Are you ready to start a company? SF Fashtech is organizing a Startup Weekend with Sugar Inc. and Westfield Labs. Fashtech Forward is 54-hour event at Westfield Labs in San Francisco -that’s right, in the middle of the San Francisco retail scene - located in the stylish Yerba Buena neighborhood. We’re bringing together talented startup enthusiasts to spend the weekend building mobile, web, and software companies focused on the intersection of fashion+technology across a range of areas limited only by entrepreneur imagination: ecommerce, publishing, small and medium retail business services, tools for designers or stylists, consumer products, social media or social commerce. You name it, everyone is welcome! Even better, participants will have the opportunity hear, work, and pitch to all-start leaders in the fashtech space. Top teams will win special prizes for being awesome!

This is your chance!

Ecommerce? Publishing? Bloggers? Social Media? Community? Recommerce? Launch a new Brand? Mobile? Gaming? Design?

Create your dream company with unprecedented access to the leaders at the intersection of fashion+technology. 




  • Two one-hour meetings per team with Brian Sugar, CEO at POPSUGAR
  • Two one-hour meetings per team with executives of your choice at POPSUGAR (flexibility for help on finances, marketing, business development, engineering, etc) CHECK OUT THE MANAGEMENT TEAM HERE

Westfield Labs Logo

  • Exclusive one-on-one with Chief Digital Officer of Westfield Labs Kevin McKenzie: 2 hours of a mentoring time


  • POPSUGAR Shopping API. POPSUGAR will provide an introduction and support for developers to leverage the POPSUGAR Shopping API. Prizes to be announced for the best use of the ShopStyle API.  Please see the Agenda for information about the tutorial.
  • Challenges. POPSUGAR and Westfield Labs will provide challenges that teams have the option to tackle for cool prizes. Prizes TBA.


Do you want to see the startups pitch? Or maybe you want to network a little with the attendees, organizers, and judges! Now you can!!! We have a limited number of Demo Day tickets for sale. Buy them now before they sell out!

Demo Day purchasers may attend the Demo Day on Sunday February 17th, from 4:00 – 8:00PM.


Brian Sugar

co-founder & CEO POPSUGAR   |   LinkedIn

Brian Sugar is the Co-founder and CEO of POPSUGAR, which he started together with his wife, Editor-in-Chief Lisa Sugar in 2006. As CEO, Brian is responsible for setting the overall business direction and product strategy for the company. Prior to POPSUGAR, he served as Vice President & General Manager, Media at 2Wire, Inc., a home networking provider. Prior to 2Wire, Brian held several management positions in the retail and commerce industries. He was Chief Web Officer at Kmart's, Vice President of e-commerce at J.Crew, and a founder of Neptune Interactive, a leading Internet service provider.

Kevin McKenzie

Chief Digital Officer of the Westfield Group   |   LinkedIn

Kevin McKenzie is the Chief Digital Officer of the Westfield Group. Kevin oversees the development of all online and digital media strategy. In addition, he leads the integration of Westfield’s shopping centres around the world with emerging digital technology as well as examine new business development opportunities. A member of Westfield Group’s Global Executive Committee, Kevin is principally responsible for setting and implementing the long-term digital strategy through each of Westfield’s markets. Kevin is a digital media entrepreneur, with more than 16 years’ experience in internet, mobile and product development. Before joining Westfield Kevin was the Founder and President of JiWire Inc, a digital location-based media channel composed of more than 40,000 public WiFi locations through partnerships with more than 30 leading wireless broadband providers and 200 location-based mobile applications. These serve venues such as airports, hotels, shopping centres and cafes, with more than 50 million unique users each month. Prior to founding JiWire in 2003 Kevin was Senior Vice President, Shopping Services,with CNET Networks Inc.

Nick Sheth

Senior Director Global Business Development, Gap Inc.   |   LinkedIn

Nick Sheth is Senior Director, Global Business Development at Gap Inc, where he leads the global online marketing and business development efforts for all of the Gap Inc brands including Gap, Old Navy, Banana Republic, Piperlime and Athleta. Previously, he led the sales and business development efforts for, and spent several years in Europe and the United States with Yahoo!. Earlier he held a number of product management and business development roles and was a management consulting at Andersen Consulting. Nick has degrees in Molecular Biology and Business from the University of Texas at Austin.

Will Young

Director Zappos Labs & General Partner at Vegas Tech Fund   |   LinkedIn

As the Director of Zappos Labs, Will currently leads the San Francisco team, goaled with developing partnerships and building great products through experimentation, incubation, and off-roadmap projects. Will’s innovative and practical solutions fuel his passion for technology and interest in solving business problems.

Prior to joining in 2010, Will gained more than ten years of experience in creating great web experiences. He has worked as an independent consultant, as well as for leading organizations including Yodlee Corporation and Sapient Corporation.

Will is also a Partner with the VegasTechFund, a seed stage investment fund started by Zappos CEO Tony Hseih, focused on empowering amazing founders and startups passionate about building community in downtown Las Vegas.

Charles Belle

co-founder SF Fashtech

Charles is enmeshed in startup land by day and night. By day, Charles is the Executive Director of the UC Hastings Privacy and Technology Project (Privacy Project), and the interim Executive Director of the pilot UC Hastings Institute for Innovation Law (Institute). His work includes research on developing tools for startups in the privacy space and research on regulations that impact startups.

By night, Charles is the Co-founder of SF FashTech where he works with startups at the intersection of fashion+technology. Charles oversees strategy and content for SFFT. He also serves as an advisor, both officially and unofficially, to startups in the space and participates on panels on trends and tools in ecommerce, retail, and SMB.

In a past life, Charles was a technology consultant and co-founded a mobile application in fashtech.


Arthur Cinader

EVP of Engineering, Media & Commerce, POPSUGAR Inc.

As a member of the engineering staff, Arthur Cinader is an active contributor to the development of Sugar Inc.'s technology platform. Prior to Sugar Inc., Arthur served as Director of Product Marketing for 2Wire, Inc.'s media business. Before joining 2Wire, Arthur was a founder of and software developer for Sugar Media, a digital media software company acquired by 2Wire. Arthur founded South West Corner Productions, a New York City based software development company, where he signed and led development efforts for clients including Priceline, Slimfast, and Warnaco. Arthur spent more than a decade at J.Crew in various roles, including Managing Editor of the J.Crew catalog.

Mike DeNunzio

Founder Pebble Ventures

Michael brings leadership as an internet media entrepreneur and private equity professional. As Co-founder and CEO of Four Points Digital, he raised capital and led the internet ecommerce marketing company through to its successful acquisition. In private equity in New York his focus was fashion and apparel, evaluating investments and working with portfolio companies on strategic and operating issues.

Tracy Sun

Co-founder & VP Marketing Poshmark   |   LinkedIn

Entrepreneur and general management executive with experience in consumer facing industries including fashion, e-commerce, and retail.

Poshmark is a mobile fashion marketplace built around real-time social experiences. We launched our first product, an iphone app, in Dec 2011.

Mika Uehara

co-founder SF Fashtech

Master of the Monetization Universe?! Quite possibly. Mika has developed strategy and provided support to numerous brands and startups on leveraging the affiliate space, as well as identifying and developing business partnerships. Ask her no questions and she'll tell you no lies. But remember, don't ask a question you don't want to hear the answer to.



Feb 15
  • Registration Starts
  • Dinner & Networking
  • Welcome & Speakers: SFFT Welcome
  • Welcome & Speakers: Brian Sugar Speaks
  • Pitches Start
  • Attendees vote for the top ideas
  • Teams start forming and discussing ideas
  • Start to formalize teams and take an inventory of skills. Be honest, and direct about what resources and skills are needed for the weekend. You may stay and work as late as the venue will allow
  • Brian Sugar Speaks


Feb 16
  • Arrive, simple breakfast & coffee
  • Teams formed and setting up workspace for the weekend
  • Lunch
  • Call for needs & skills
  • Coaches help teams one-on-one. They are here to help!
  • Dinner
  • Mid weekend check-in, status reports, call for help
  • Finished for the day. You may stay and work as late as the venue will allow


Feb 17
  • Arrive, simple breakfast & coffee
  • Call for help (this is self motivated, so don’t be shy)
  • Lunch
  • Coaches arrive… ASK QUESTIONS
  • Gut check. Start prepping for presentations
  • Dinner
  • Judging & awards
  • Wrapup
  • Go home!
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