{{Short description|American online fashion retailer}} {{Infobox company | name = Dolls Kill | logo = Dolls Kill square logo.jpg | type = [[Private company|Private]] | founded = 2011 | location = [[San Francisco, California]] | location_country = United States | area_served = Worldwide | founder = Shoddy Lynn<br>Bobby Farahi | key_people = {{unbulleted list|Bobby Farahi|([[chief executive officer|CEO]] & co-founder)|Shoddy Lynn|(CCO & co-founder)}} | industry = [[Retail]], [[apparel]], [[e-commerce]] | products = [[Clothing]], [[Fashion accessory|accessories]], [[decor]] | owner = | services = Online retail | homepage = [http://www.dollskill.com/ www.dollskill.com] }}
'''Dolls Kill''' is an American online fashion brand. The company was named the "Fastest Growing Retailer" in 2014 by [[Inc. (magazine)|''Inc.'' magazine]], which also included Dolls Kill as one of the "top companies in San Francisco".<ref name=inc1>{{cite web |url=http://www.inc.com/inc5000/list/2014 |title=The 2014 Inc. 5000 |date=2014 |work=[[Inc. (magazine)|Inc.]] |access-date=23 November 2014 |archive-date=7 February 2015 |archive-url=https://web.archive.org/web/20150207063342/http://www.inc.com/inc5000/list/2014 |url-status=live }}</ref><ref name=inc2>{{cite web | url=http://www.inc.com/inc5000/list/2014/metro/san-francisco | title=Top Companies in the San Francisco Metro Area on the 2014 Inc. 5000 | date=2014 | work=[[Inc. (magazine)|Inc.]] | access-date=23 November 2014 | archive-date=28 October 2014 | archive-url=https://web.archive.org/web/20141028085903/http://www.inc.com/inc5000/list/2014/metro/san-francisco | url-status=live }}</ref> Dolls Kill operates a retail website that sells clothing, shoes and accessories and features six collections showcased by "Dolls", models that embody character personas for each collection's style.<ref name=geekwire>{{cite web| url=http://www.geekwire.com/2014/maveron-bankrolls-edgy-girls-apparel-retailer-dolls-kill-online-boutique-misfits-miss-legits/| title=Maveron bankrolls edgy girls apparel retailer Dolls Kill, an online boutique for 'Misfits & Miss legits'| last=Cook| first=John| date=12 August 2014| publisher=GeekWire| accessdate=23 November 2013| archive-date=4 June 2015| archive-url=https://web.archive.org/web/20150604044949/http://www.geekwire.com/2014/maveron-bankrolls-edgy-girls-apparel-retailer-dolls-kill-online-boutique-misfits-miss-legits/| url-status=live}}</ref> Dolls Kill is known for featuring [[kawaii]], [[punk fashion|punk]], [[goth subculture|goth]], [[streetwear]] and [[music festival|festival]] fashions.<ref name=upstart>{{cite web| url=http://upstart.bizjournals.com/companies/startups/2013/02/13/olapic-funnels-user-content-to-retailers.html?page=all| title=With Olapic, your models—err, we mean customers—are money| last=Novellino| first=Teresa| date=13 February 2013| work=Upstart Business Journal| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129162628/http://upstart.bizjournals.com/companies/startups/2013/02/13/olapic-funnels-user-content-to-retailers.html?page=all| url-status=live}}</ref> Since 2018 it has also licensed and operated the 1990s brand [[Delia's]] as a sub-label.<ref name=VoxDelias>{{cite web|url=https://www.vox.com/the-goods/2018/11/2/18051852/delias-by-dolls-kill|title=Delia's, the iconic '90s fashion catalog, is back — sort of|last1=Brooke|first1=Eliza|publisher=Vox|date=November 2, 2018|accessdate=January 1, 2020|archive-date=January 1, 2020|archive-url=https://web.archive.org/web/20200101173642/https://www.vox.com/the-goods/2018/11/2/18051852/delias-by-dolls-kill|url-status=live}}</ref>
==History== Dolls Kill was co-founded in 2011 by Shoddy Lynn, a former [[DJ]] who went by the stage name Shoddy Lynn,<ref name=sour>{{cite web| url=http://www.sourpussclothing.com/blog/2014/07/25/sourpuss-interviews-dolls-kill/| title=Sourpuss Interviews Dolls Kill!| date=25 July 2014| publisher=SourPuss| accessdate=23 November 2014| archive-date=19 December 2014| archive-url=https://web.archive.org/web/20141219022725/http://www.sourpussclothing.com/blog/2014/07/25/sourpuss-interviews-dolls-kill/| url-status=live}}</ref> and Bobby Farahi.<ref name=geekwire/> Previously, Farahi was the founder and CEO of Multivision Inc., a broadcast monitoring service that was sold to Bacons Information in 2005.<ref name=bizjournal>{{cite web| url=http://www.bizjournals.com/sanfrancisco/stories/2005/01/31/smallb1.html?page=all| title=Multivision: Big profits from the small screen| last=Brown| first=Steven E.F.| date=30 January 2005| publisher=San Francisco Business Times| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129162627/http://www.bizjournals.com/sanfrancisco/stories/2005/01/31/smallb1.html?page=all| url-status=live}}</ref><ref name=bizjournal2>{{cite web| url=http://www.bizjournals.com/sanfrancisco/stories/2005/10/31/daily16.html| title=Multivision sold to Chicago company| date=1 November 2005| publisher=San Francisco Business Times| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129162630/http://www.bizjournals.com/sanfrancisco/stories/2005/10/31/daily16.html| url-status=live}}</ref> After Farahi sold his first company, the couple started Dolls Kill and it has reportedly been profitable since its launch.<ref name=recode>{{cite web| url=http://recode.net/2014/08/11/flesh-drugs-and-instagram-how-dolls-kill-built-a-breakout-online-fashion-brand/| title=Flesh, Drugs and Instagram: How Dolls Kill Built a Breakout Online Fashion Brand| last=Del Rey| first=Jason| date=11 August 2014| publisher=Recode| accessdate=23 November 2014| archive-date=11 November 2014| archive-url=https://web.archive.org/web/20141111073001/http://recode.net/2014/08/11/flesh-drugs-and-instagram-how-dolls-kill-built-a-breakout-online-fashion-brand/| url-status=live}}</ref> Lynn originally entered the [[e-commerce]] business by selling clothing on [[eBay]].<ref name=recode/><ref name=sfracked>{{cite web| url=http://sf.racked.com/archives/2014/08/11/fashion-math-ebay-social-media-retail-jackpot.php| title=Fashion Math: eBay + Social Media = Retail Jackpot| last=Hagan Cain| first=Robyn| date=11 August 2014| publisher=Racked| accessdate=23 November 2014| archive-date=6 November 2020| archive-url=https://web.archive.org/web/20201106204321/https://sf.racked.com/2014/8/11/7582063/fashion-math-ebay-social-media-retail-jackpot| url-status=live}}</ref> Later, Dolls Kill was launched as an online marketplace for eccentric accessories such as colorful fox tails before expanding its business to a full clothing and accessories online store.<ref name=quality>{{cite web| url=http://www.qualityarticles.com/one-teaspoon-clothing-now-available-in-the-usa-on-dolls-kill.htm| title=One Teaspoon Clothing Now Available In The USA On Dolls Kill| date=20 April 2011| publisher=QualityArticle| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129044139/http://www.qualityarticles.com/one-teaspoon-clothing-now-available-in-the-usa-on-dolls-kill.htm| url-status=live}}</ref> The idea for the company stemmed from Lynn's experiences as a DJ while traveling to [[music festivals]] on tour.<ref name=recode/>
In 2014, Dolls Kill secured $5 million in a Series A round of funding from [[Maveron]],<ref name=sfracked/> a Seattle-based venture capital firm who has also invested in companies such as [[Shutterfly]], [[eBay]], [[zulily]] and [[Pinkberry]].<ref name=fashinvest>{{cite web| url=http://www.fashinvest.com/dolls-kill-closes-5-million-series-funding-led-maveron/| title=Dolls Kill Closes $5 Million in Series A Funding led by Maveron| date=11 August 2014| publisher=FashInvest| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129151613/http://www.fashinvest.com/dolls-kill-closes-5-million-series-funding-led-maveron/| url-status=live}}</ref> After the funding round, [[Betsy McLaughlin]], former CEO of [[Hot Topic]], joined the company's board of directors.<ref name=recode/> Dolls Kill was the fastest growing private company in the [[San Francisco Bay Area]] based on revenue percent growth in 2014.<ref>{{cite web| url=http://www.bizjournals.com/sanfrancisco/subscriber-only/2014/10/24/fast-100-bay-area.html/| title=The Bay Area's 100 largest fastest-growing private companies Ranked by Percent growth| date=24 October 2014| publisher=American City Business Journals| accessdate=29 October 2015| archive-date=5 July 2015| archive-url=https://web.archive.org/web/20150705224204/http://www.bizjournals.com/sanfrancisco/subscriber-only/2014/10/24/fast-100-bay-area.html| url-status=live}}</ref>
In the summer of 2017 Dolls Kill opened its first [[pop-up shop]] in San Francisco's [[Haight-Ashbury]].<ref name=racked.com>{{cite web| url=https://www.racked.com/2017/8/21/16169226/dolls-kill-clothing-festival-style| title=Dolls Kill, the Nasty Gal for People Too Cool for Nasty Gal, Goes Mainstream| date=21 August 2017| publisher=Racked| access-date=22 August 2017| archive-date=22 August 2017| archive-url=https://web.archive.org/web/20170822165611/https://www.racked.com/2017/8/21/16169226/dolls-kill-clothing-festival-style| url-status=live}}</ref>
In 2018, the brand licensed and re-launched the [[Delia's]] brand with a 1990s-throwback theme.<ref name=VoxDelias /><ref name="Elle-DeliasReturns">{{cite web|url=https://www.elle.com/fashion/trend-reports/a24532119/delias-catalog-returns/|last1=Krentcil|first1=Faran|title=The Delia*s Catalog Is Back|publisher=Elle|date=November 2, 2018|accessdate=January 1, 2020|archive-date=January 1, 2020|archive-url=https://web.archive.org/web/20200101170047/https://www.elle.com/fashion/trend-reports/a24532119/delias-catalog-returns/|url-status=live}}</ref> In December of that year the brand raised $18 million in a funding round.<ref>{{Cite web|url=https://techcrunch.com/2018/12/24/dolls-kill-is-raising-up-to-15-million-for-is-edgy-fashion-brand-made-for-misfits/|title=Dolls Kill is raising up to $15 million for its edgy fashion brand made for 'misfits'|last=Loizos|first=Connie|date=December 24, 2018|website=TechCrunch|language=en-US|access-date=December 26, 2018|archive-date=December 26, 2018|archive-url=https://web.archive.org/web/20181226035903/https://techcrunch.com/2018/12/24/dolls-kill-is-raising-up-to-15-million-for-is-edgy-fashion-brand-made-for-misfits/|url-status=live}}</ref>
==Controversy== In 2020, Lynn shared a photo of a line of police officers in front of a Dolls Kill store in Los Angeles with the caption "[[Direct Action]] in its glory", along with the [[Black Lives Matter]] hashtag, on her [[Instagram]] page.<ref name="blm-boycott">{{cite web|url=https://www.altpress.com/news/dolls-kill-black-lives-matter-boycotts/|title=People Are Calling for a Dolls Kill Boycott Over the Owner's Protest Comment|last=Smith-Engelhardt|first=Joe|date=June 1, 2020|publisher=[[Alternative Press (magazine)|Alternative Press]]|access-date=June 6, 2020|archive-date=June 3, 2020|archive-url=https://web.archive.org/web/20200603155220/https://www.altpress.com/news/dolls-kill-black-lives-matter-boycotts/|url-status=live}}</ref> This prompted backlash from some internet users, including celebrities [[SZA (singer)|SZA]] and [[Rico Nasty]], and calls for a boycott of Dolls Kill.<ref name="blm-boycott" /><ref name=okon>{{cite web|url=https://uproxx.com/music/sza-rico-nasty-condemns-dolls-kill-brand/|title=SZA And Rico Nasty Condemn Dolls Kill For Calling The Police On Black Lives Matter Protestors|last=Okon|first=Wongo|date=June 4, 2020|website=[[Uproxx]]|access-date=June 6, 2020|archive-date=June 5, 2020|archive-url=https://web.archive.org/web/20200605081013/https://uproxx.com/music/sza-rico-nasty-condemns-dolls-kill-brand/|url-status=live}}</ref> In a recorded video Lynn explained that the caption of her post "Direct Action" was meant to show solidarity for the movement. The company also pledged $1 million to purchase products from black-owned fashion brands and designers for their site.<ref name="blm-boycott" /><ref name=okon>{{cite web|url=https://uproxx.com/music/sza-rico-nasty-condemns-dolls-kill-brand/|title=SZA And Rico Nasty Condemn Dolls Kill For Calling The Police On Black Lives Matter Protestors|last=Okon|first=Wongo|date=June 4, 2020|website=[[Uproxx]]|access-date=June 6, 2020|archive-date=June 5, 2020|archive-url=https://web.archive.org/web/20200605081013/https://uproxx.com/music/sza-rico-nasty-condemns-dolls-kill-brand/|url-status=live}}</ref>
Dolls Kill has also been accused of stealing designs from small creators. In 2016, Dolls Kill listed an item that featured a design that was identical to one made by independent designer Nicole Orchard.<ref>{{Cite web |last=SFGATE |first=Ariana Bindman |date=2021-02-18 |title=Designers accuse buzzy SF fashion startup of plagiarism |url=https://www.sfgate.com/culture/editorspicks/article/Dolls-Kill-plagiarism-sf-local-clothing-designers-15943404.php |access-date=2022-03-08 |website=SFGATE |language=en-US}}</ref>
==Marketing methods== Dolls Kill is an [[e-commerce]] apparel website that uses [[social media marketing]] to promote its brand and clothing.<ref name=prcouture>{{cite web| url=http://www.prcouture.com/2013/03/04/how-fashion-brands-lululemon-free-people-and-dolls-kill-are-increasing-on-site-engagement-sales/| title=How Fashion Brands Lululemon, Free People and Dolls Kill are Increasing on Site Engagement & Sales| date=4 March 2013| publisher=PR Couture| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129114939/http://www.prcouture.com/2013/03/04/how-fashion-brands-lululemon-free-people-and-dolls-kill-are-increasing-on-site-engagement-sales/| url-status=live}}</ref> Similar to companies such as [[Hot Topic]], [[Spencer Gifts]], [[Nasty Gal]], [[Wanelo]], or [[ModCloth]], Dolls Kill operates various accounts on social media platforms showcasing its products and collections.<ref name=fintimes>{{cite web| url=http://www.ft.com/intl/cms/s/0/b78aa6f8-cb09-11e3-ba9d-00144feabdc0.html#slide0| title=The new style counsel start-ups| last1=Mishkin| first1=Sarah| last2=Paton| first2=Elizabeth| date=30 April 2014| publisher=Financial Times| accessdate=23 November 2014}}</ref> The company also uses social media to turn customers into [[brand ambassador]]s. When users share images of themselves on platforms such as Instagram wearing the site's apparel, Dolls Kill will in turn feature the photo on the site with links to the product's purchase page.<ref>{{cite web| url=http://multichannelmerchant.com/marketing/5-tips-to-turn-followers-into-buyers-22062015/#_| title=5 Tips to Turn Followers into Buyers| last=Forte| first=Daniela| date=22 June 2015| publisher=Access Intelligence, LLC| accessdate=29 October 2015| archive-date=20 September 2015| archive-url=https://web.archive.org/web/20150920073510/http://multichannelmerchant.com/marketing/5-tips-to-turn-followers-into-buyers-22062015/#_| url-status=live}}</ref><ref name=blackfriday>{{cite web| url=http://www.inc.com/jeremy-quittner/black-friday-tips-from-fast-growth-companies.html| title='Tis the Season to Sell, Sell, Sell: How Fast-growth Companies Manage Black Friday| last=Quittner| first=David| date=26 November 2015| publisher=Inc.com| accessdate=29 October 2015| archive-date=30 October 2015| archive-url=https://web.archive.org/web/20151030151059/http://www.inc.com/jeremy-quittner/black-friday-tips-from-fast-growth-companies.html| url-status=live}}</ref>
Dolls Kill offers clothing products, such as tops, bottoms, dresses, swimwear, outerwear, and lingerie. The company also provides accessories, including bags and belts, beauty, hats and jewelry. In addition, it offers shoes, tights, and socks.<ref name=bizweek>{{cite web| url=http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=270093958| archive-url=https://archive.today/20141123191007/http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=270093958| url-status=dead| archive-date=November 23, 2014| title=Company Overview of Dolls Kill, Inc.| date=13 November 2014| publisher=Business Week| accessdate=23 November 2014}}</ref> Registration is not required to shop on the Dolls Kill website, but users can create accounts to save billing and shipping information. The site is shut down for six hours before [[Black Friday (shopping)|Black Friday]].<ref name=blackfriday />
Dolls Kill features six collections represented by characters known as "Dolls." Each Doll is a model that embodies the style of the collection's theme:<ref name=pehub>{{cite web| url=https://www.pehub.com/2014/08/maveron-leads-5-mln-funding-in-dolls-kill/| title=Maveron leads $5 mln funding in Dolls Kill| last=Witkowsky| first=Chris| date=12 August 2014| publisher=Reuters, PE Hub| accessdate=23 November 2014| archive-date=29 November 2014| archive-url=https://web.archive.org/web/20141129052200/https://www.pehub.com/2014/08/maveron-leads-5-mln-funding-in-dolls-kill/| url-status=live}}</ref><ref name=aboutdolls>{{cite web| url=http://www.dollskill.com/about| title=About Dolls Kill| publisher=Dolls Kill| accessdate=23 November 2014| archive-date=12 November 2014| archive-url=https://web.archive.org/web/20141112204953/http://www.dollskill.com/about| url-status=live}}</ref> *Coco, the feminine and girly collection referred to as "frilly [[Kawaii]]" *Mercy, the dark, mysterious goth collection or [[Gothic fashion#Haute goth|haute Goth]] *Willow, the laid-back, vintage collection for [[music festival|festival]] fashion *Darby, the [[punk fashion|punk-rock]], alternative collection<ref name=fintimes/> *Kandi, the [[Electronic Dance Music]] (EDM), raver collection that lives a lifestyle of [[PLUR]]. *Mia, the collection that stays on top of online clothing trends.
==References== {{reflist|2}}
[[Category:Clothing brands of the United States]] [[Category:Companies based in San Francisco]] [[Category:Retail companies established in 2011]] [[Category:Internet properties established in 2011]] [[Category:2011 establishments in California]]