UNTUCKit

UNTUCKit is the apparel brand co-founded by Chris Riccobono and Aaron Sanandres around a shorter button-down shirt designed to be worn untucked. In Advice Line with Chris Riccobono of UNTUCKit, Guy Raz uses the original story as the background for Riccobono’s Advice Line role.

The source’s update presents UNTUCKit as a mature direct-to-consumer apparel brand facing COVID-related debt, high interest rates, tariff pressure, and a source-scoped roughly $9 million cash impact from tariff and de minimis rule changes. The company is entering wholesale for the first time, making the case an extension of Direct-to-Consumer Brand Control into a stage where owned stores, e-commerce, and department stores have to coexist.

Connections

• Chris Riccobono and Aaron Sanandres - cofounders named in the source.
• Greatness Wins - Riccobono’s later sportswear brand used as a wholesale channel example.
• Wholesale As Marketing, Direct-to-Consumer Brand Control, and Wholesale-To-Direct Customer Bridge - channel concepts connected to the wholesale move.
• AI Discovery SEO and Measured Channel Testing - distribution themes raised by Riccobono’s 2026 apparel-market comments.