Five and a half years ago I started a daily outfit blog called What I Wore Today on the now defunct blogging platform Posterous. The fashion blogging landscape has changed dramatically since that time, in part because people like me saw a rising trend for outfit based content and built sites like WIWT.com so anyone and everyone could become a fashion blogger.
While I may have only started my daily outfit blog as a bit of a joke, it grew into something brilliant.
As more and more fashionable types contacted me asking me to feature pictures of their outfits on my blog, I realised I was on to something and set about re-launching the blog as an outfit sharing social network that anyone could use to share outfits and get style inspiration.
In September 2011, WIWT.com v2 was launched with a corresponding iOS app (an Android app followed later) and that is still the site you see today.
The term ‘WIWT’ has become standard webspeak, at the time of writing there are 3,202,605 photos on Instagram hashtagged as #WIWT. THREE MILLION! People love sharing outfit content.
WIWT.com itself has 50,000 registered members who have actually ‘done something’ on the site, be it give an outfit a star, leave a comment or share a look. With zero advertising, PR or marketing spend, over 100,000 outfits have been uploaded from all over the world. But whilst the site remains a great source of fashion inspiration for many, I have not been able to give it the attention it deserves to grow it into the site I know it could be.
It’s an odd situation to be in. I never could have imagined that creating WIWT would lead to the opportunities it has… many of the spun-off collaborations have become near enough full time jobs in themselves. Unfortunately though, this has meant that I haven’t had the time or resources to devote to WIWT’s growth. I’ve been running the site all on my own for the last couple of years. I never had a co-founder or investors, even the agency which did such a fabulous job of building and designing the site doesn’t exist anymore.
Somebody else needs to take the reigns if WIWT is ever going to reach the next level of sartorial sassiness.