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Ashton Kutcher's T-Shirt Company Pickwick + Weller Is Shuttering

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

When we heard that Ashton Kutcher had launched a home try-on t-shirt company with two other co-founders, we were skeptical. But after checking out the site (and noting the total absence of Ashton Kutcher's name), we were fairly impressed. T-shirts, man! An Oprah's favorite thing! No brainer! But we just got word that the company is shuttering. Or, in their words, "taking an extended staycation."

One of the co-founders, Ryan Donahue, confirmed to PandoDaily, "We had a hard conversation with our board and investors, and we mutually agreed that we gave it a good shot and it's time to move on. We built a good brand and a great product, with loyal customers, but where we really struggled was in unlocking healthy enough customer acquisition to scale it to a point where it made sense. We simply ran out of time and runway." Which is startup jargon for it couldn't get big enough to make things cheaply. RIP to Pickwick + Weller and to a time when we thought Ashton Kutcher possessed any business acumen in the digital space.
· Ashton Kutcher's Pickwick & Weller Closes Up Shop, Reminding Us that Ecommerce Is Plain Hard [Pando]
· Ashton Kutcher's T-Shirt Company Actually Looks Kind of Cool [Racked]