South by Southwest
JW Marriott Austin, March 13-17, 2015 

Decoded Fashion returns to SXSW this year, as a partner of the new lifestyle hub: SXstyle.

During SXSW Interactive, we’ll be at the JW Marriott with special events, networking and mentoring opportunities,  & an exhibit of the most fashion-ready wearables.

Our full day of programming will run on Saturday, March 14, 2015.

Mentorship Hub

In partnership with

At the Mentorship Hub, startups and emerging designers can sign up for a limited number of face-to-face meetings with various executives from across the Fashion & Retail industry.

Each mentor will offer 10-minute sessions and provide candid feedback and advice to help move startups forward. These meetings should not be sales pitch sessions, but an opportunity to explore your messaging, value prop and even pricing with those who truly understand your target market.


See below for our growing list of mentors.

Kate Spade Saturday

Marketing Director

The Estee Lauder Companies

Manager, North America Innovation

Michael Kors

Director of Digital Innovation


SVP, Strategy & Growth


Investment Director


Head of Industry, Fashion


Head of Industry, Beauty & Personal Care


Industry Manager, Luxury Fashion


Digital Director

John Lewis

Innovation Manager

Neiman Marcus

Director of Marketing


Head of Digital

Manager, Website & Mobile Product Management

eBay Inc.

Head of Retail Innovation


Head of Web Development


Digital Campaign Manager


Director of Communications, Corporate Branding & Communications


Social Media Manager, Swarovski Consumer Goods


Communications & Trend Manager, Swarovski Gems


Global Head of Integrated Marketing, Corporate Branding and Communications


Head of PR and Media


Head of Online Communications


Integrated Marketing Manager

NY Times

Growth Strategy Editor



Alex and Ani

SVP, Digital


Digital Product Strategy


CEO and Chief Creative Officer


Sr. Director Omnichannel Innovation

Rebecca Minkoff






Norwest Venture Partners

General Partner

Simon Venture Group

Managing Director

Decoded Fashion




Tech in Asia


The Future of Retail: Meet The Disruptors

A Competition in partnership with

Is your company shaping the future of retail?
Apply to be showcased at SXSW's The Future of Retail: Meet The Disruptors, hosted by Simon at the Decoded Fashion Mentorship Hub, and get a chance to win a $5,000 cash prize + mentorship.

In partnership with Decoded Fashion, Simon decided to search for new and innovative startups enhancing the omni-channel retail experience including: in-store tech, wearables, ecommerce (omni-brands), personalization, data analytics, marketing, rewards, delivery and mobile payments. The result is an overview on where the industry is today.

On Friday March 13, the selected top 10 startups will be showcased in the Decoded Fashion Mentorship Hub to attending press and investors. Simon will also include these startups in its unique panel session, “Startup Stars: Meet The New Retail Disruptors” on the main stage of SXSW on March 14, 2015. During this discussion they will delve deep into the one early-stage startup they believe is the one to watch in 2015.


Jonathan Shieber

Editor, TechCrunch

Josh Goldman

General Partner, Norwest Venture Partners

J. Skyler Fernandes

Managing Director, Simon Venture Group

Christa Allen

AVP, Consumer Branding and Events, Simon

Applications close on February 20, 2015.


On Saturday March 14, 2015, Decoded Fashion curates a full day of programming at SXstyle. Discussions will cover the now and next of fashion and technology, from the brands experimenting with emerging technologies, to entrepreneurial thinkers in the wearables industry. Join us as we debate the future in Room 205 at the JW Marriott.
The Fashion Hack: Experimentation and Co-Creation

Moderator: Liz Bacelar, Founder, Decoded Fashion

Maurizio Rossi, Founder, H-Farm

John Vary, Innovation Manager, John Lewis

Building a Lean Mean Fashion Business Machine

Moderator: Karinna Nobbs, Senior Lecturer, Digital Fashion Strategy at British School of Fashion

Daniel Bobroff, Investment Director, ASOS

Lisa Green, Head of Industry, Fashion, Google

Kate Walmsey, Digital Director, Topshop

Mobile: The Glue Between Online & Physical Retail

Moderator: Tricia Nichols, Global Lead of Consumer Engagement, Media Strategy and Brand Partnerships, Gap

Michelle Devore, Director of Marketing, Neiman Marcus eCommerce

Carla Dunham, Director of Marketing, kate spade saturday

Alan Tisch, Co-Founder and CEO, Spring


Startup Stars: Meet The New Retail Disruptors


Jonathan Shieber, Editor at TechCrunch

Josh Goldman, Norwest Venture Partners

J. Skyler Fernandes, Managing Director, Simon Venture Group

Christa Allen, AVP, Consumer Branding and Events, Simon

Digital Skins: The New Age of Fashion Manufacturing

Moderator: Hayley Ard, Senior Editor – Consumer Lifestyle, Stylus

Francis Bitonti, Designer, Francis Bitonti Studio

Dr. Amanda Parkes, Chief of Technology & Research, Manufacture NY

Building an Empire of Data for Retail

Ryan Craver, SVP, Strategy & Growth, Lamour

Daniel Bobroff

Investment Director, ASOS

Daniel has a career of over twenty five years as a tech entrepreneur with a wide body of work. He was acclaimed for “selling Sonic to the Admen”, pioneering in-game advertising throughout the nineties with the first campaigns seen within the medium and working with some of the World’s most famous brands.

Maurizio Rossi

Founder, H-Farm

Pioneer in the startup business and Venture Capital in Italy, Maurizio holds the position of Vice President of H-FARM Ventures, one of the leading Incubator / Accelerator in Europe. Maurizio has over 7 years experience in H- FARM Ventures and over 40 investments in digital startups.

He previously worked in the luxury and sporting goods industries, some involving acquisitions by global leaders such as LVMH fashion holding.

Lisa Green

Head of Industry, Fashion, Google

Lisa's team brings a strategic blend of insights and digital solutions to the fashion industry to help them build brands and drive business online. Joining Google in 2005, Lisa has held a variety of positions, always with a focus on global brand building. She was a founding member of Google's Agency Development Team, launched the Campaigns & Elections Team, and has been the recipient of numerous awards.

John Vary

Innovation Manager, John Lewis

John Vary is IT Innovation Manager at John Lewis having taken up the position on 6th January 2014. John heads up the in-house innovation lab, 'Room Y' where he oversees the development of early stage idea generation and rapid prototyping, bringing to life a variety of emotive and fully immersive experiences. John joined John Lewis from Burberry where he held the position of Innovation Architect.

Dr. Amanda Parkes

Chief of Technology & Research, Manufacture NY

Dr. Amanda Parkes is a fashion technologist and biomedia designer with over 10 years of experience in interaction design, wearable technology, and fashion innovation. She is the co-founder and Chief of Technology and Research at Manufacture NY, a new hybrid fashion incubator/factory/research facility in Brooklyn NY. She was recently named to the 2014 Business of Fashion 500 People Shaping the Global Fashion.

Ryan Craver

SVP Strategy & Growth, Lamour

Ryan’s natural fascination with the intersection of retail and technology has led to a career of inspiring and leading retailers to be on the forefront of the evolving "connected retail" environment. He enjoys changing consumer dynamics and defining how retail organizations can leverage technology to strengthen their competitive position. Most recently, Ryan is in charge of the core department store strategy at Lord & Taylor.

Karinna Nobbs

Senior Lecturer, Digital Fashion Strategy, British School of Fashion

Karinna is a curious researcher, lecturer and consultant of the many spaces in which technology and fashion collide. She is a visual merchandiser by trade and has worked with United Colours of Benetton, Kookai, House of Fraser and Ralph Lauren. In her academic career she has lectured at London College of Fashion, and is now focused on critically examining the digitalisation of fashion in order to launch a new Masters Degree in 2015.

Alan Tisch

Co-Founder and CEO, Spring

Alan is the Co-Founder and CEO of Spring. Prior to Spring, he worked in Operations at Fab and in City Hall to make New York City more tech friendly, launching such initiatives as the NYC Big Apps Competition.

Hayley Ard

Senior Editor – Consumer Lifestyle, Stylus

Hayley develops Stylus’ Macro Trends, which describe long-term evolving patterns in global consumer behaviour across all creative industries. She oversees reporting on consumer lifestyle and science and technology trends.

Hayley was previously acting managing editor at Global Blue, the international tax-free shopping business that produces print, mobile and online shopping guides.

Francis Bitonti

Designer , Francis Bitoni

Designer Francis Bitonti is ushering in a new manufacturing paradigm through his sui generis blend of computational design techniques and emerging manufacturing technologies. Blurring the lines between fashion and technology, Bitonti’s trademark process merges cutting edge digital design and manufacturing technologies, aimed to transform mass production.

Michelle Devore

Director of Marketing, Neiman Marcus

Michelle directs eCommerce Marketing for the newly created Neiman Marcus Omnichannel Marketing organization.
She is responsible for eCommerce marketing strategy for both and 41 NM store locations.
Additionally, she is responsible for marketing strategy for the customer-facing NM app and International websites.

Tricia Nichols

Global Lead of Consumer Engagement, Gap

As Global Lead of Consumer Engagement, Tricia oversees digital, social, media, emerging
platforms and brand partnerships for Gap. Her passion for bringing a consumer-first approach to planning provides a strong compass for navigating an ever-changing marketing landscape and
bringing the physical and digital worlds of retail closer together.

Christa Allen

AVP, Consumer Branding & Events , Simon

Allen is AVP of Consumer Branding & Events for Simon, a global leader in retail real estate ownership, management and development and an S&P100 company (Simon Property Group, NYSE:SPG). Based in New York City, Allen is responsible for developing and executing strategic partnerships and brand alliances for the brand, including the company's relationships and programs with Refinery29, Vogue, Glamour, GQ, and more.

J. Skyler Fernandes

Managing Director, Simon Venture Group

J. Skyler Fernandes is the founding Managing Director of Simon Venture Group (SVG), the venture capital arm of Simon, an S&P 100 company and the largest retail real estate company in the world. SVG invests in the future innovation of retail, including in-store retail tech, ecommerce, data analytics, logistics, and internet of things. Mr. Fernandes gave the first TED Talk on Venture Capital: Innovating the Financing of Innovation.

Josh Goldman

General Partner, Norwest Venture Partners

Josh invests in early-to-mid stage consumer technology startups for Norwest Venture Partners, where he's been a General Partner for 7 years. His recent investments and/or board seats include: Gilt Groupe, RetailMeNot, Quirky, ModCloth, ThreadFlip, Stella Service, Lumosity, Sojern, Ninth Decimal, and Casper Sleep. Josh has generated over $6bn of realized shareholder gains in his companies as either investor, board member, or CEO.


Throughout the five days of interactive, the Decoded Fashion Mentorship Hub will play host to a series of special events. You can sign up for each event through the listings below.

Day 1

March 13, 2015

10.00am- 1.00pm:
Decoded Fashion Mentorship Hub, Room 213

The Future of Retail: Meet The Disruptors, Decoded Fashion Mentorship Hub Room 213

5.00pm- 7.00pm:
#DFMEETUP, Room 213
Our global Meetup series lands in Austin, join us for a cocktail to kick off SXSW.

Day 2

March 14, 2015

10.00am- 1.00pm:
Decoded Fashion Mentorship Hub, Room 213

9.30am- 6.00pm:
Decoded Fashion @SXSW

A full day of content curated by Decoded Fashion in Room 205 at the JW Marriott. Because all of our sessions have reached favourite status, SXSW advises you to RSVP through their own online system to make sure you get in.


March 17, 2015

10.00am- 1.00pm:
Decoded Fashion Mentorship Hub, Room 213

More events TBA


Decoded Fashion showcases a new era of design and function at the Fashion Hacked Exhibit.

From wearables to innovative redesigns, this gallery highlights the most promising brands and their latest products for fashion in the wearables arena. See the software and hardware that’s soon to be powering your everyday life.

If you are interested in getting involved with the Fashion Hacked Exhibit or Special Events, please get in touch with

For Pool Parties and other Sponsorship Opportunities, please get in touch with



Kovert creates designer jewelry containing hidden embedded electronics. The jewelry wirelessly links to your smartphone and is controlled via an app.
Kapture wants you to be able to do more with what you hear. Some of the best things in life come and go in an instant - Kapture allows you to save these moments after-the-fact, by just tapping your wrist.
RXActive is a line of revolutionary activewear with integrated resistance systems that push your body to work harder and get more out of your workouts.
World's first and only mechanical smart watch hybrid.
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Stellé Audio's Mini-Clutch Speaker is a portable, wireless, Bluetooth® speaker, speakerphone and stylish functional clutch all-in-one.
Cuff is the smart jewelry re-imagining both the aesthetic and function of the technology we choose to wear on our bodies.
Movo™ is a technology company that provides products that are simple and accessible — designed to free customers from the complexities and high price of current products in the consumer technology market.

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