12Society, a monthly subscription service that delivers toiletries to men, just announced a slew of celebrity cofounders.Nick Cannon, Nas, former New York Giant Michael Strahan, Timberwolves’ star Kevin Love, NBA Rookie of the Year Blake Griffin, and Tim Lincecum of the San Francisco Giants joined the team, TechCrunch reports.
12Society ships products for $39 per month and the startup has been in stealth mode since March.
All of the products are hand-picked by the celebrity “style board” and may include apparel, tech, or athletic gear.
The cofounders will also blog about what “propels, inspires and engages them.”
This idea isn’t new and has worked in the past for one of 12Society’s investors, Diego Berdakin. He co-founded BeachMint, another subscription shopping service platform that uses celebrities to provide their expert opinions on what is fashionable.
Under the BeachMint umbrella, Berdakin has worked with Kate Bosworth, the Olsen twins, and Jessica Simpson.