Marija Butkovic knows women in wearable tech. Whether it's Bellabeat founder Urska Srsen and Elvie CEO Tania Boler, or Wareable contributors Muchaneta Kapfunde and Amanda Cosco, Butkovic is making it her business to know everyone on the scene.
She started the Women of Wearables community with Michelle Hua in 2016, the two of them having (separately) founded connected self startups Kisha Smart Umbrella and Made with Glove in the years before. "There's so many women in tech groups but there wasn't a single one for women in wearable tech," she says. "Now we have women in China, Singapore, LA, San Francisco, reaching out and saying we want to lead local chapters."
WoW, pronounced "wow", now has almost 8,000 members in 25 countries including the UK, Germany, France, the US and Japan. On top of the existing programme of events, workshops and mentorship, WoW is also increasingly turning its attentions to investment in female wearable tech, VR, AR and fashion tech founders.
It's a problem that's very easy to write about – but Butkovic, who is based in London, is actually doing something about it. So why are we still talking about this?
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