Name
Moxie Scrubs

ASV First Invested
February 2022

Status
Active

Location
Boston, Massachusetts

Industry
Healthcare Apparel

Team
Alicia Tulsee (Founder/CEO)

Press

Moxie Apparel is the first direct-to-consumer brand for nurses designed by nurses. The scrub bottoms have a patent-pending technology in their waist band that significantly increases the comfort of the clothing. Moxie’s eponymous products are named after the active-duty nurse who created each piece which consists of scrub tops, bottoms, and jackets and accessories.

The Opportunity

There are over 5.5 million nurses in the United States alone, which the U.S. Bureau of Labor Statistics expects to increase annually by 200,000, and still not fully meet demand. Historically, nurses were forced to largely accept one of two options for choosing their workplace uniform: borrow used, uncomfortable, and ill-fitting scrubs from the hospital where they worked or drive to a uniform supply store to personally purchase a slightly more comfortable scrub set with limited utility and few options on fabric, style, or comfort.

There are currently other direct-to-consumer (“DTC”) medical apparel companies, however Moxie is the only company to focus solely on nurses. A scrub designed by nurses for nurses means that the scrubs are designed to have all the functionality needed for the job, in addition to comfort. Additionally, Moxie Scrubs includes a wide range of sizes, more than competitors. The company has been able to secure exclusive partnerships with trade organizations such as the American Nurses Associate and Show Me Your Stethoscope. These partnerships, in addition to a sales channel, help to create unique social media content that addresses issues that are at the forefront of nurse’s minds, creating a truly authentic brand.