You’re standing in your closet. You have a wedding in four hours, a decent black suit, and absolutely no desire to drop $200 on a tuxedo rental that smells like someone else's prom night. This is exactly the moment of frustration that birthed The Lapel Project. When Sebastian Garcia and Ronald Dailey walked into the tank, they weren't just pitching a fashion accessory; they were pitching a way to hack the formalwear industry.
It was Season 8, Episode 2. The air was thick with the usual Shark Tank tension. Most viewers probably thought, "Wait, is that just a sticker for your clothes?" Well, yeah. Basically. But the brilliance was in the execution. They had these adhesive lapels that could transform a standard notch-lapel suit jacket into a peak-lapel tuxedo in about thirty seconds. No tailor. No sewing. No crying over your bank account balance.
The Pitch That Hooked Daymond John
Sebastian Garcia wasn't some random guy with a hot glue gun. He owned a tuxedo boutique in Miami. He saw the pain points firsthand. People wanted the look of a $1,000 tuxedo but only had the budget for a basic suit. Along with his business partner Ronald, he walked in seeking $150,000 for 20% of the company.
The sharks were skeptical at first. They usually are when things involve "sticking" stuff to expensive fabric. Mark Cuban looked like he was ready to pounce on the scalability. Kevin O'Leary, ever the "Mr. Wonderful" of weddings, was curious about the margins. But the real target was Daymond John. If anyone knows how to scale a clothing brand from a basement to a global powerhouse, it’s the founder of FUBU.
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The tension in the room was real. They demonstrated how the adhesive worked—it's a multi-use, pressure-sensitive fabric that doesn't leave a sticky residue on your wool or polyester blend. That’s the "secret sauce." If it ruined the suit, the business would be dead on arrival. Daymond saw the vision. He didn't just see a sticker; he saw a licensing play and a massive disruption to the rental market.
Eventually, after the usual back-and-forth haggling that makes the show addictive, Daymond offered $150,000 for 30%. They took it. It was a classic Shark Tank moment where the right product met the right shark at the exactly right time.
Why the Fashion Industry Was Shook
The Lapel Project Shark Tank episode highlighted a massive gap in men's fashion. For decades, men were told that formalwear had to be rigid. You either own a tux or you rent one. There was no middle ground.
- Cost-effectiveness: A rental costs roughly $150 to $250. A Lapel Project kit costs about $50 to $100 depending on the style.
- Versatility: You can turn a navy suit into a midnight blue tuxedo for a gala and then peel it off for a business meeting the next morning.
- Customization: They started offering velvet, sequins, and various patterns that most rental shops wouldn't dream of stocking.
Honestly, it’s kinda genius. Most guys only need a tuxedo once or twice a year. Investing thousands in a garment that sits in a garment bag gathering dust is a tough sell for the modern minimalist or the budget-conscious professional.
Post-Show Reality: What Happened After the Handshake?
We've all seen it. A deal happens on TV, the cameras turn off, and then the "Shark Tank Effect" hits. The website crashes. The inventory sells out in four minutes. For The Lapel Project, the aftermath was a whirlwind of scaling.
They didn't just stay as a direct-to-consumer website. With Daymond’s guidance, they looked at the bigger picture. We’re talking partnerships and expansion. They moved into retail spaces and started eyeing the wedding industry as a whole. Imagine a groom telling his ten groomsmen, "Hey, don't rent a tux, just buy this $50 kit and wear your own black suit." The savings are massive.
However, it wasn't all sunshine and silk lapels. Scaling a physical product involves massive logistics. You have to deal with manufacturing overseas, quality control of the adhesive, and the ever-changing trends in lapel widths. If skinny ties go out of style and you’re stuck with 10,000 skinny lapel kits, you have a problem. Sebastian's background in his own boutique, A-Z Formalwear, gave them a "lab" to test new designs before going mass-market, which honestly saved them from many of the pitfalls other Shark Tank contestants fall into.
Technical Details of the Product
People always ask: "Does it actually stay on?"
The adhesive is a proprietary blend. It’s designed to be repositionable. Think of it like a high-end Post-it note but for fabric. It works best on smooth wools. If you’re trying to stick it to a heavy tweed or a super textured corduroy, you’re going to have a bad time.
The shapes are pre-cut to fit standard suit lapels. You line up the "notch" or the "peak," press firmly from the bottom up, and smooth out the bubbles. It’s simple, but it requires a steady hand. If you're three shots of tequila deep at a wedding reception and decide to apply it in the bathroom, it might look a little crooked.
Dealing With the "Cheap" Stigma
One of the biggest hurdles The Lapel Project faced—and continues to face—is the perception of "faking it." High-end fashion purists hate this stuff. They think if you can't afford a Tom Ford tuxedo, you shouldn't be wearing one.
But here’s the thing: The Lapel Project isn't for the guy buying Tom Ford. It’s for the guy who wants to look sharp for his sister’s wedding without sacrificing his rent money. Sebastian and Ronald leaned into this. They leaned into the "disruptor" tag. They weren't trying to be Savile Row; they were trying to be the "fast fashion" solution for formalwear.
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Interestingly, the product found a massive niche in the performance world. Magicians, musicians, and prom-goers loved the ability to change their look mid-set or mid-season. It turned a suit into a costume or a high-fashion statement piece without the commitment.
The Competition and Market Evolution
Since their appearance, others have tried to mimic the "suit hack" model. You see magnetic lapels or clip-on versions, but none have quite captured the ease of the adhesive model that Daymond John backed.
The market has shifted toward "experience" over "ownership." This fits perfectly into the Lapel Project's wheelhouse. We live in a world of Rent the Runway and subscription services. Why own a tuxedo when you can own the ability to make any suit a tuxedo?
Real-World Advice for the "Suit Hack" Lifestyle
If you’re thinking about picking up a kit from The Lapel Project, don't just slap it on and walk out the door. There’s an art to making it look authentic.
- Steam your suit first. Any wrinkles in the base fabric will show through the lapel. A crisp suit makes the "fake" lapel look 100% real.
- Match your materials. If you're using a satin lapel kit, make sure your bowtie is also satin. Mixing a matte cotton tie with a shiny satin lapel is a dead giveaway that something is "off."
- Check the edges. Over time, lint can get under the adhesive if you reuse it too many times. Keep the backing paper! If you throw the backing paper away, the lapels are basically one-time use because they’ll pick up every stray hair in your drawer.
- The "V" is key. Make sure the point where the lapel meets the collar is tight. If there's a gap showing the original suit fabric, the illusion is broken.
The Lapel Project is a case study in identifying a specific, annoying problem and solving it with the simplest possible tool. It wasn't high-tech. It didn't involve an app or AI. It was just a clever use of adhesive and a deep understanding of men's fashion frustrations.
When you look back at the history of Shark Tank, the companies that survive are rarely the ones with the most complex technology. They are the ones that save people time and money. Sebastian and Ronald did both. They proved that sometimes, the best way to get ahead in business is to just stick to your guns—and stick your product to your customers' jackets.
Actionable Next Steps for Your Wardrobe
- Audit your current suit: Check if your black or navy suit has a standard notch lapel. Most "off the rack" suits do, which makes them perfect candidates for a tuxedo conversion.
- Compare the math: Look at your calendar for the next year. If you have two or more formal events, buying a conversion kit is objectively cheaper than a single rental.
- Check the official site: Always buy directly or through verified retailers to ensure you're getting the genuine adhesive. Knock-offs often use cheaper glue that can actually ruin suit fabric or peel off during dinner.
- Practice the application: Don't wait until thirty minutes before a wedding to try it for the first time. Do a "dry run" a few days before to make sure you can get the alignment perfect.