Alex Koblenz was at a Jay Z concert and wanted to know what the rapper was wearing. But when he surfed the web later that night, he couldn’t find what he was looking for.
That was the genesis of Pradux, a website that launched Thursday to sell clothes as seen on TV. The company has catalogued more than 20,000 pieces of clothing worn on more than 50 television shows, including Scandal and Gossip Girl.
Pradux partners with television costume supervisors and celebrity stylists to pull together its list of clothing and accessories.
Someone watching the latest episode of Scandal, for example, can search the site for the coat that Olivia Pope (Kerry Washington) is wearing. Pradux will then provide a link to one of its retail partners, such as Net-A-Porter or Neiman Marcus, that sells the coat.
“You’ll start seeing products show up on the site from current shows while you’re watching,” says Koblenz, Pradux's CEO.
For shows like Gossip Girl that are off the air, Pradux will try to find a retailer where the item is still available. If it’s no longer in stock, Pradux will offer suggestions on similar looks.
The site also offers a feature for fashionistas that allows them to post photos of their style. If someone buys one of those items, they receive 50 percent of the commission from that sale.
Koblenz says the company is planning to expand into film, sports and music in the coming months.
He adds, “We want to have a comprehensive database for items that are being seen in the world.”