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The Company That Never Was

One man's unfinished business

This story appears in the June 2010 issue of Start Up.

Over the years, I've had hundreds of ideas for businesses. If you're reading this magazine, you've probably had your own share of business ideas. (Maybe some of the same ones I had. )

A few years back, I wanted to start a company that would send men underwear and socks for the rest of their lives. You'd register your preferences (styles and sizes) on a website, enter a credit card number and sit back: Packages would come, once every six months, until you changed or stopped your order. My thought was that men hate shopping for underwear and their wives/partners don't want to have to do it for them. So why not an underwear subscription service?

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