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The goal of IndieGetup founding was to connect conscious individuals with meaningful brands. Max Mangs and his co-founders first had the idea for them. Brandon Dendas had the desire to establish a clothing line. The majority of young entrepreneurs turned to Google to learn about and investigate the market. When they looked back on their work, they had spent more than two to three weeks doing research and had a carefully selected list of brands to base their business on. Why did it take them two to three weeks to compile this list of brands? Why didn't lifestyle brands have a central location where people could find and shop for them. Over 100 brands were featured on IndieGetup in its first year, but the two founders learned more about the negative effects fashion was having on the environment and its workforce by spending more time in the industry.