Founded in 2018 by Amira Rasool, Folklore originally set out to bridge the gap between fashion brands from emerging markets and the global market. Fast forward to 2022, the startup has grown beyond a fashion platform, introducing The Folklore Connect, a B2B marketplace and wholesale management software.

The expansion into a diverse range of consumer companies, including beauty, health and wellness, has enabled global retailers to access inventory from a wider array of creators. Now, The Folklore is doubling down on its mission to empower brands from emerging markets with additional support for scale, including access to capital and talent.

To fuel this expansion, The Folklore recently closed a $3.4 million seed funding round led by BenchStrength, a VC firm founded by former General Catalyst partners Kenneth Chenault Jr. and John Mongle. was Existing investors, including Slauson & Co, TechStars, and BlackTechNation Ventures also participated in the round, bringing the startup's total funding to $6.2 million.

With this fresh injection of capital, The Folklore aims to serve more brands by focusing on services that meet their specific needs. One such offering is The Folklore Capital, which provides loans of up to $1 million as working capital to brands. The initiative addresses a critical need for small businesses, especially those from diverse backgrounds, by providing access to much-needed funding for scaling.

In addition to financial support, The Folklore is also launching a labor marketplace for brands that occasionally need talent but aren't in a position to hire full-time teams. This community-driven platform connects brands with experienced talent and manufacturers recommended by fellow members.

These new offerings complement Folklore's existing B2B marketplace and SaaS product, providing comprehensive support for brands to navigate the complexities of scaling in the global marketplace. As the startup continues to prioritize the needs of its customers, it remains dedicated to empowering diverse brands and creators on their journey to success.