KENT Shark Tank Update with Daymond John

Sometimes, the biggest sustainability gaps are hiding in the smallest items. The story of KENT begins with a simple but profound realization. Stacy Grace, a Canadian sustainability expert living in Los Angeles, was frustrated by the lack of natural, comfortable underwear options in the market. After years in sustainable fashion, she discovered that even the most eco-conscious brands relied heavily on synthetics.

This frustration led her to create what would become the world’s first compostable clothing brand. KENT’s name nods to Superman’s alter ego, reflecting the brand’s mission to be a superhero for the environment. Stacy’s background in backyard gardening and composting, combined with her graduate studies in sustainability, sparked the revolutionary idea: why not create underwear that could literally return to nature at the end of its life cycle?

The Entrepreneurial Journey

After extensive research and speaking with over 1,000 women about their underwear needs, Stacy developed her first product, the Annual Brief. She partnered with her husband, Jeff Grace, whose background in advertising and comedy brought valuable marketing expertise to the venture. Jeff had previously worked at Leo Burnett, where he helped transform Altoids into a household name.

The couple launched KENT in 2020 after a successful Kickstarter campaign. The COVID-19 pandemic presented immediate challenges, but despite delays, customers were thrilled with the finished products, validating the couple’s vision.

The Shark Tank Pitch

On the live Season 14 premiere of Shark Tank, Jeff and Stacy Grace entered the tank seeking $200,000 for 5% equity, valuing their company at $4 million. Their pitch brought attention to a staggering environmental problem: 11 million pounds of underwear end up in landfills daily in the USA, and 85% of textiles are made from plastic fibers.

KENT’s solution was innovative: underwear made from 100% GOTS-certified organic Pima cotton that could decompose in just 90 days when composted, featuring the catchy slogan “Plant Your Pants”.

The company had strong traction, reporting over $500,000 in sales for 2022 and securing a partnership with Nordstrom. Their underwear, priced between $20-$24 per pair, was made from premium organic Pima cotton from Peru.

The Shark Tank Deal

The pitch sparked significant interest among the Sharks. Barbara Corcoran offered $200,000 for 20% equity, while Robert Herjavec and Lori Greiner each offered $200,000 for 15% equity. Mark Cuban passed, and Kevin O’Leary declined to make an offer.

After careful consideration, Jeff and Stacy accepted Daymond John’s offer of $200,000 for 15% equity, valuing the company at approximately $1.33 million. The decision was strategic, as Daymond is known for his extensive experience in the fashion industry as CEO and founder of FUBU.

Strategic Advantages and Concerns

Advantages of the Partnership:

• Access to Daymond’s vast fashion industry expertise and network
• Significant capital injection to scale production and marketing
• Validation from a respected entrepreneur with a record of growing mission-driven companies
• Enhanced credibility for retail partnerships and expansion

Potential Concerns:

• Significant equity dilution from the original 5% ask to 15% acceptance
• Reduced company valuation from $4 million to $1.33 million
• Increased pressure to deliver rapid growth and returns

Lessons for Entrepreneurs

The KENT Shark Tank experience offers valuable insights for aspiring entrepreneurs:

• Market validation is crucial: Stacy’s approach of interviewing over 1,000 potential customers before launching provided critical product-market fit insights.
• Sustainability can drive profitability: The company proved that eco-friendly products can command premium pricing while addressing genuine consumer needs.
• Strategic partner selection matters: Choosing Daymond over other offers showed the importance of finding investors who align with your industry and vision.
• Flexibility in negotiations allowed KENT to secure their preferred partner rather than just the highest valuation.

Current Business Status and Future Outlook

Since the Shark Tank appearance, KENT has enjoyed steady growth and expansion. The company has launched men’s underwear and t-shirts, expanding beyond their initial women’s underwear focus. As of 2025, KENT’s estimated net worth is around $1.63 million.

The brand has secured partnerships with major retailers, including Nordstrom and Anthropologie, significantly expanding its market reach. KENT continues to innovate with its “Compost Club” program, which allows customers to send back worn underwear for composting in exchange for store credit.

KENT remains a thriving business with a strong growth trajectory, positioned at the forefront of the sustainable fashion movement, helping customers “plant their pants” for a better planet.