How I Built This · 6 Oct 2025 · 1h 10m
Pressbox and Tide Cleaners: Vijen Patel. The $1.99 Gamble That Built a National Brand
WithVijen Patel
MentionsProcter & Gamble
About this episode
What if the best startup isn’t sexy at all? In 2013, Vijen Patel left private equity to pursue “the least-worst idea”: dry cleaning. No patents. No app wizardry. Just laundry lockers in high-rises, ruthless unit economics, and a $1.99-a-shirt price that was seared into America’s brain.
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