Figs has transformed the utilitarian medical clothing staple, scrubs, into a high-quality, stylish, direct-to-consumer commerce business.
In designing apparel for specific jobs within the medical field, Figs has brought a measure of customization to what had been a one-size-fits-all industry. In 2018 Figs launched more than 30 distinct limited edition styles made with its proprietary fabric. It released motorcycle-style scrub pants and bomber scrub jackets, as well as compression socks. This approach, as well as its specific styles, has given Figs a distinct opportunity to brand itself and the category it's created. Fig's playful tone and fresh look have begun to educate medical professionals that they don't have to settle for what everyone else is wearing. The company has deftly used Instagram as well as other social channels, even developing its own cadre of medical influencers that help further promulgate Figs into the public consciousness. It's supplemented that with its own catalog (with the clothing modeled by medical pros), a Lululemon "immersion retreat" in Malibu last fall, and its own Los Angeles pop-up retail location.