Fashion startup The Cools publicly launched today and announced $2.5 million in funding led by media mogul and MTV founder Bob Pittman. Described as a mashup of a social network, blog, and e-commerce, the site is a curated marketplace that allows users to buy, sell, and share whatever defines cool for them.

For those who have dreamed of being an editor at Vogue or are trying to gain brand recognition, The Cools serves as an easy outlet. Users can do anything from showcasing their personal designs to creating a style blog to buying “cool” items on the spot.

Rather than waiting for recognition from mainstream fashion magazines, individuals, designers, brands, and boutiques of any size can use the platform to express their editorial vision and build an audience for their products. On the other end, The Cools presents consumers with suggested products, based on the idea that an individual’s style, taste, and personality should influence what they see while shopping.

The Cools is advised by major names from across the fashion industry, including LVMH’s Antoine Arnault,’s Beth Ferreira, Italian icon Lapo Elkann, and designer Erin Fetherston. It was started in NYC in 2011 by Parisian entrepreneur Olivier van Themsche.