It started with a jumpsuit and a terrible idea. Our founder Annabel taped herself into an outfit for a Dom Dolla gig at Chinese Laundry in Sydney and walked straight into one of the sweatiest venues in the country. Within minutes, the tape had completely given up. 😅
That was the moment she thought: what if I could just glue myself into my clothes?
From that thought to a formula
Annabel landed on a formula for a fashion glue that was strong enough to hold all night, safe on skin and fabric and washed out completely in the laundry. No residue, no drama, no ruined clothes.
That's when her sister Lucy came in. With six years of copywriting experience at Ogilvy, DDB and Leo Burnett, Lucy could see immediately that this wasn't just a product - it was a brand. She joined Annabel to help build it and spent the early days of COVID as a literal glue mule, hand-delivering samples to testers so they could get the formula right 🫶🏻
Then the internet found them
Three months after launch, their first video went viral. Then their Shark Tank pitch went viral. Then things got very real, very fast.
CLUTCH went on to raise the largest pre-seed round in Australian FMCG history, led by Blackbird Ventures. From there, they landed on the shelves at Priceline across Australia and CVS in the US. Not bad for a product born from one bad night out.
Why any of this matters
CLUTCH exists because clothes aren't made for every body and fashion tape has always been a bad solution. No one should have to choose between wearing what they love and worrying about whether it'll stay put.
That's still the whole point. Wear whatever you want, however you want 💙
You can grab CLUTCH at clutchglue.com or find us at Priceline, CVS and more. And if you've got a "CLUTCH saved me" story, we genuinely want to hear it — tag us @clutch_glue.