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Matthew Angorn’s frustrations with bulky gloves and cold hands during trail runs sparked the idea for Flipmits—a 3-in-1 handwear innovation that adapts to your activity and temperature needs.
“You don’t need gloves for an entire run,” he explains. “But once you take them off, they’re either stuffed in a pocket or lost along the way.” This common annoyance led to a simple yet transformative idea: a versatile product that blends the functionality of gloves, mittens, and sweatbands into one.
Not only did it solve Matthew’s problem, but it also promised a broader appeal to outdoor enthusiasts.
How a Pandemic Pivot Launched a New Business
When COVID-19 disrupted Matthew’s original modular backpack project, it could have spelled disaster. However, he saw an opportunity to turn Flipmits from a side idea into a full-fledged business.
“We decided to bring Flipmits to life to keep moving forward while also supporting local sewers and craftspeople who were out of work during the pandemic,” Matthew recalls.
In other words, what started as a practical solution during uncertain times quickly evolved into a passion project with enormous potential.
Revolutionizing Handwear Meant Overcoming Uncharted Challenges
Creating Flipmits wasn’t as straightforward as refining an existing product—it required building something entirely new. For example, finding the right fit, durability, and consistency posed unexpected challenges. “There weren’t any standards for what we were making,”
Matthew explains. “We had to figure out where they held up and where they didn’t.” By learning through trial and error, the team eventually perfected the design, proving that innovation often thrives on persistence.
The First Customer Who Changed Everything
As the product began reaching customers, Flipmits’ purpose extended beyond its original vision. One early buyer, a runner named Kate, shared how Flipmits helped her manage Raynaud’s syndrome—a condition that affects circulation in the hands.
“It was incredible to see how our product wasn’t just solving a convenience issue but actually improving quality of life,” Matthew shares. Stories like Kate’s showed that Flipmits offered more than just functionality; they brought comfort and freedom to people in unexpected ways.
Finding Their Sweet Spot Through Event Marketing
To understand their audience, Matthew and his team took Flipmits to a variety of events, including hunting expos, craft fairs, and running meets. While Flipmits sold well in many places, it became clear that runners connected with the product on a deeper level.
“Runners really understood and appreciated the product,” Matthew explains. That insight allowed the team to refine their focus and build stronger connections with their core audience. In addition, these events served as invaluable opportunities to gather feedback and fine-tune their messaging.
A Supply Chain Crisis Became a Lesson in Preparedness
Not everything went according to plan. During one peak season, Flipmits ran out of their best-selling black color—a misstep that caused delays and forced the team to pay premium prices for restocking.
“It took us weeks to make a decision on restocking, and it cost us more in the long run,” Matthew admits. That experience reinforced the importance of supply chain management. Now, the team always has backup plans—and backups for their backups—ensuring they’re prepared for unexpected disruptions.
Scaling Smart: The Importance of Knowing Your Customer First
Reflecting on Flipmits’ early days, Matthew emphasizes the importance of truly understanding your customer before scaling. “I wasted time trying to expand into markets before fully understanding how customers were using the product,” he explains.
For example, he refined the packaging four or five times to ensure it clearly communicated the product’s value. Now, Flipmits is better positioned to expand into retail, having evolved from those early lessons.
The Productivity Hack Behind Flipmits’ Success
Running a business comes with endless to-do lists, but Matthew has developed a system to stay focused. “I prioritize daily tasks the night before and look at my weekly goals to make sure I’m focused on what matters most,” he says.
This approach not only keeps him organized but also ensures he’s making progress on the most impactful tasks. In other words, it’s about working smarter, not harder.
Flipmits and Grommet: A Partnership That Fuels Growth
Joining Grommet was a turning point for Flipmits, giving the brand access to a platform that champions innovative products. “Grommet has been amazing,” Matthew says. “They’ve given us advice, training, and access to a community that celebrates unique ideas.” On the other hand, Grommet’s exposure also validated Flipmits’ appeal to a wider audience, helping the brand gain momentum in the marketplace.
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