Collars & Co. Shark Tank Update: Inside the $75M Menswear Empire
If you have ever had to wear a stuffy, uncomfortable dress shirt under a sweater or blazer, you know exactly how frustrating standard corporate clothing can be. Collars & Co. is a rapidly growing apparel brand that solved this exact problem.
Appearing on Season 14, Episode 6 of ABC’s Shark Tank, the company quickly caught the attention of millions of viewers and two billionaire investors.
Fast forward to today, and Collars & Co. is no longer just a small internet startup. It has exploded into a $75 million luxury menswear brand with a massive product line and retail stores across the United States.
Whether you are a long-time fan of the brand or you just recently watched a rerun of their Shark Tank episode, here is the complete, fully updated look at what happened to Collars & Co.
What Is Collars & Co. and How Did It Start?
Before creating a multi-million dollar fashion empire, founder Justin Baer was just a regular professional dealing with a frustrating daily commute.
For over a decade, Baer worked in Manhattan. Like many office workers in New York City, he faced freezing air conditioning during the summer and bitter cold during the winter. To stay warm, he frequently wore a sweater over a traditional button-down dress shirt.
However, this layered look was incredibly uncomfortable. The dress shirts were hot, they felt scratchy against the skin, they bunched up around his waist, and the sleeves constantly got stuck at his elbows.
To make matters worse, even though only the collar of the shirt was visible, he still had to pay expensive dry-cleaning bills every single week.
During the 2020 pandemic, Baer decided to fix this problem himself. After a year of testing prototypes and searching for the right manufacturer, he created the company’s flagship product: The Dress Collar Polo™.
This innovative shirt combined the very best of both worlds. The body of the shirt was made from a buttery soft, lightweight, and stretchy fabric typical of a high-end golf polo.
But the collar was a firm, professional English spread collar that looked exactly like a stiff business shirt.
The TikTok Video That Started It All
Baer ordered a small batch of 500 shirts to test the waters. In March 2021, he had his 7-year-old daughter record a simple video of him showing off the shirt in his closet, which he then posted to TikTok.
The internet’s response was explosive. The video quickly went viral, racking up over 800,000 views. Men everywhere instantly understood the value of the product, and that initial batch of 500 shirts sold out in just two days.
Within four months, Baer was forced to order 6,000 shirts at a time just to keep up with the soaring demand, generating $40,000 in his very first month of business.
Collars & Co. Shark Tank Pitch: A High-Stakes Negotiation
By the time Justin Baer walked onto the Shark Tank stage in late 2022, Collars & Co. was already a highly successful business. He asked the Sharks for a $300,000 investment in exchange for a 4% equity stake in his company, giving the business a massive $7.5 million valuation.
The Sharks are famously hesitant to invest when entrepreneurs offer such small equity stakes. However, they quickly changed their tune when Baer revealed his incredible sales numbers.
In its first year of operation, Collars & Co. had sold over 90,000 shirts, generating more than $5 million in gross revenue.
Because the company sold directly to consumers online, they enjoyed a very healthy 20% overall profit margin.
Despite the great numbers, the Sharks had mixed opinions. Daymond John dropped out early, stating he wasn’t a fan of the shirt’s specific style or the small equity offer. Lori Greiner also opted out.
Kevin O’Leary was the first to make a move, offering the $300,000 for a 10% equity stake. Justin quickly declined.
Guest Shark Peter Jones matched Kevin’s offer, but Justin rejected that as well, standing firm on his company’s worth.
In a surprising twist, billionaire Mark Cuban teamed up with Peter Jones to make a joint offer. After a tense back-and-forth negotiation, Justin finally accepted.
Summary of Shark Tank Offers
| Shark Name | Investment Offered | Equity Requested | Additional Terms | Final Deal Accepted? |
| Initial Ask | $300,000 | 4% | None | N/A |
| Kevin O’Leary | $300,000 | 10% | None | No |
| Peter Jones | $300,000 | 10% | None | No |
| Mark Cuban & Peter Jones | $300,000 | 10% | $700,000 Line of Credit | Yes |
Ultimately, Justin gave up more equity than he originally planned, but securing two powerhouse billionaires—and a massive $700,000 line of credit to fund inventory—was a game-changer.
Did Collars & Co. Actually Close the Deal?
Yes! While many deals made on television fall apart behind the scenes, the Collars & Co. deal officially closed.
Mark Cuban and Peter Jones have been actively involved in advising the company. Justin Baer noted in interviews that Mark Cuban is incredibly responsive, often emailing back and forth with him late into the night to discuss business strategy.
The partnership provided the necessary cash flow to survive early supply chain issues and allowed the brand to scale at an unprecedented rate.
Cuban was so impressed with the business model that he predicted Collars & Co. would soon become a $100 million company.
The Product Evolution: Beyond the Original Polo
If you look at the Collars & Co. website today, you will see a brand that has grown far beyond a single “gimmick” polo shirt. They have transformed into a full lifestyle and luxury apparel brand.
While the original Dress Collar Polo™ remains a massive best-seller, the company has heavily invested in fabric technology to create a complete wardrobe for the modern professional. Here are the biggest additions to their latest lineup:
Quattro Flex and Apex Performance Dress Shirts
For men who need a traditional, full-button dress shirt but refuse to give up comfort, the company launched the Quattro Flex Dress Shirt. This shirt uses a four-way stretch performance polyester that feels like a modern golf shirt but features built-in wrap-around collar stays to ensure the collar never droops.
Taking it a step further, they introduced the Apex Performance Dress Shirt. This premium shirt is engineered with proprietary CoolFiber™ technology. It is highly breathable, moisture-wicking, and actually feels cool to the touch. It provides a perfectly tailored silhouette without restricting your movement.
The 2026 Linen and Knit Collections
To capture the spring and summer markets, Collars & Co. expanded into high-end resort wear. Their latest releases include Italian-inspired pieces like the Lorenzo Linen & Cotton Blazer, Toscano Linen Shirts, and Amalfi Linen Trousers.
They also introduced incredibly soft knit polos made from premium merino wool and silk blends, elevating the brand into true luxury territory.
Breaking Into Womenswear and Collegiate Apparel
Realizing that women also wanted comfortable, professional clothing, Collars & Co. launched a dedicated women’s line. The flagship item is the Women’s Cap Sleeve Semi Spread Polo.
To quickly build a loyal female customer base, the brand secured collegiate licensing agreements. They now sell specialized women’s polos featuring the logos of major universities like Florida State, Penn State, LSU, and the University of Virginia. This move allowed them to successfully tap into the massive college sports and tailgating market.
Footwear and High-End Accessories
A menswear brand isn’t complete without the right shoes. The company has rolled out a highly successful footwear line featuring the casual Sorrento Sneakers, the office-ready CEO Sneakers, and the luxurious Naples Penny Loafers. They also sell custom ratchet belts, travel luggage, and premium dress socks to complete the outfit.
Collars & Co. Core Product Lines and Pricing
Because of the shift toward premium materials like merino wool and CoolFiber™, the original $64 price point is a thing of the past. Here is what you can expect to pay for their top items:
| Product Category | Key Features | 2026 Price Range |
| Standard Polos | Featherweight Flex, Dress Collar Polo™ | $82 – $88 |
| Performance Dress Shirts | Quattro Flex, Apex CoolFiber™ tech | $104 – $129 |
| Luxury Knit Polos | Merino Wool, Cotton/Silk blends | $106 – $118 |
| Womenswear | Cap Sleeve Polos, Collegiate Logos | $82 – $110 |
| Footwear | Sneakers, Leather/Suede Loafers | $150 – $228 |
From Online-Only to Premium Brick-and-Mortar Retail Stores
For the first few years, Collars & Co. was strictly a direct-to-consumer (DTC) online brand. However, as digital advertising costs rose, the company realized they needed to open physical stores to reach new customers.
Furthermore, they discovered that when customers could actually touch the buttery soft fabrics and try on the firm collars in person, they spent significantly more money per transaction.
Originally, the company announced plans to open stores in Virginia’s Tyson’s Corner, Georgetown, and Bethesda Row. However, as the brand scaled rapidly, their real estate strategy shifted toward high-traffic, premium malls across the country.
Collars & Co. Current Retail Store Locations
Today, Collars & Co. operates several highly successful permanent retail stores in major American markets:
- Chicago, Illinois (Michigan Avenue)
- Boca Raton, Florida (Town Center)
- King of Prussia, Pennsylvania (King of Prussia Mall)
- Southlake, Texas (Southlake Town Square)
- Topanga, California
The Shift to Experiential Shopping: The Rockville Pop-Up
To create a massive buzz locally, the brand also tests the waters with “experiential” pop-up stores. A perfect example is their 2,900-square-foot location in Rockville, Maryland at Congressional Plaza.
This isn’t just a clothing store; it is an immersive luxury experience. Shoppers walking into the Rockville store are greeted by a custom high-end closet installation, a vintage Porsche Speedster parked right on the showroom floor, and a private jet set replica designed specifically for customers to take photos in. This highly engaging shopping experience encourages visitors to post on social media, driving massive free marketing for the brand.
Celebrity Endorsements and Brand Ambassadors
A major part of Collars & Co.’s rapid growth has been their brilliant marketing strategy. Instead of paying traditional fashion models, they heavily target men in the sports and broadcasting industries.
Why? Sports broadcasters spend hours sitting behind desks under hot studio lights. They need to look incredibly professional for national television, but they desperately want to feel comfortable.
Legendary golfer and CBS analyst Sir Nick Faldo was the first major name to sign on as a Global Brand Ambassador in 2022 after he organically discovered the shirts on social media.
As of today, the ambassador list is a “Who’s Who” of American sports and business :
- Joe Buck (Eight-time Emmy-winning sportscaster)
- Tiki Barber (Former NFL running back and CBS broadcaster)
- Greg Olsen (Former NFL tight end and Fox Sports analyst)
- Dan Orlovsky (ESPN analyst and former NFL quarterback)
- Jimmie Johnson (Seven-time NASCAR champion)
- Bill Rancic (Prominent entrepreneur and TV personality)
When millions of Americans tune into Sunday football or a major golf tournament and see their favorite announcers looking sharp in a Collars & Co. shirt, it provides incredible validation for the brand’s quality.
Giving Back: The Hire Heroes USA Partnership
While profits and growth are important, Collars & Co. has also prioritized giving back to the community. During his original Shark Tank pitch, Justin Baer announced that the company was donating over $50,000 worth of clothing products to Hire Heroes USA.
This incredible non-profit organization provides employment assistance to military members, veterans, and military spouses as they transition into the civilian workforce.
This partnership makes perfect sense for a professional apparel brand. When veterans leave the military, they often do not own the professional attire required for corporate job interviews. By supplying high-quality, comfortable dress polos, Collars & Co. ensures these veterans can walk into an interview looking sharp and feeling confident.
The impact of Hire Heroes USA is massive. In 2023 alone, the organization successfully helped 12,759 clients get hired, with veterans earning an average starting salary of $65,714. The organization also boasts a 68% first-year job retention rate, proving that they are creating long-term stability for American heroes.
Collars & Co. Net Worth and Revenue: How Big Is Collars & Co. Now?
When the Shark Tank episode originally aired, the company was valued at roughly $7.5 million. By May 2023, old reports estimated the company’s net worth at around $5 million, with lifetime sales sitting at $14.2 million.
Those numbers are incredibly outdated today.
By the end of 2023, the brand had already surpassed $20 million in lifetime revenue. Fast forward to today, and business analysts now confirm that Collars & Co. has evolved into a $75 million brand.
This astronomical growth is fueled by their expansion into brick-and-mortar retail, their highly effective influencer marketing campaigns, and their relentless drive to innovate with new fabrics like CoolFiber™ and Quattro Flex.
Justin Baer has successfully navigated complex supply chain challenges, including moving manufacturing facilities to avoid bottlenecks, to ensure the company can meet the massive customer demand.
Is Collars & Co. Still in Business Today?
Yes! Collars & Co. is not only still in business, but it is thriving as one of the fastest-growing direct-to-consumer apparel brands in the United States.
The company employs a large corporate team, operates a massive 20,000-square-foot distribution warehouse in Maryland, and continues to hire remote talent nationwide.
They routinely release new seasonal collections, expanding their reach far beyond the original polo shirt that made them famous.
Final Thoughts: The Future of Modern Menswear
The story of Collars & Co. proves that the best businesses are often born out of simple, everyday frustrations. Justin Baer didn’t have a background in high fashion; he just wanted to be comfortable at work without looking sloppy.
By combining the lightweight comfort of athletic wear with the crisp, professional look of traditional office attire, he created an entirely new category of menswear.
With the backing of billionaires Mark Cuban and Peter Jones, an ever-expanding product line, and a brilliant physical retail strategy, Collars & Co. has cemented its place as a powerhouse in the fashion industry.
Whether you are heading to the boardroom, out for a round of golf, or catching a flight, Collars & Co. has proven that you never have to sacrifice comfort for style.
