Wone is an invite-only platform that sells leggings and other exclusive apparel to its members, each of which is handpicked by the brand

When brands launch, the goal is often to be as accessible as possible in order to build a customer base. But one new athletic apparel company called Wone is taking a decidedly different approach—it requires each potential buyer to apply for access to shop its collection.

Wone is adding extra steps where the process is usually meant to be painless. The startup is currently selling its third collection, which is only available to members online and at places like Barneys New York and the Webster hotel in Soho. The brand doesn't bother with advertising and its pieces start at over $100. Membership is allowed only at the brand's discretion. And yet, the formula is working.

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