WoW Woman in FemTech I Mitchella Gilbert, CEO of Oya Femtech Apparel
Mitchella “Mitch” Gilbert is a Los Angeles-based inclusive product designer and the CEO of Oya Femtech Apparel.
A former elite athlete and Nike employee, Gilbert is obsessed with women’s health and sportswear apparel. Gilbert received her bachelor’s degree in Public Policy from the University of Chicago, where she also played on the rugby team. After earning a full scholarship to build her startup Oya Femtech Apparel, she attended the UCLA Anderson School of Management. In 2021, Mitch was awarded the prestigious John Wooden Global Leader Award at UCLA. Oya Femtech Apparel is Gilbert’s fourth company, and she is one of the first 200 black women to raise over $1M in venture capital. With a love for exercising but constantly suffering from recurrent feminine health issues due to wearing tight, non-breathable, non-moisture absorbent leggings, Gilbert started Oya to provide a shame-free solution for women experiencing similar issues.
Physician-tested and athlete-approved, Oya Femtech Apparel is scientifically engineered for feminine health and wellness. Designing the first OBGYN-tested leggings, Oya creates high-tech performance wear with patent-pending features and fabrics. Made with antimicrobial mesh, a crotch gusset, and an absorbent insert, Oya’s technology keeps feminine parts cool, dry, and healthy while sweating. Founded, led, and inspired by innovators who believe in women’s health, Oya advocates for safe, inclusive, shame-free spaces to learn and talk freely about the feminine health and well-being of women who sweat.
Tell us a bit about your background and your projects so far.
I’ve always been obsessed with women’s health and sportswear apparel. While attending the University of Chicago to earn my Bachelor's in Public Policy, I was a state-ranking rugby player. I also have 6+ years of experience in tech/innovation/retail across Deloitte, Nike, and Lululemon. After earning a full scholarship, I attended the UCLA Anderson School of Management to build my startup, Oya Femtech Apparel. I started Oya because I loved exercise and suffered from recurring feminine health issues. My OB/GYN told me that my issues were because of my tight, non-breathable, non-moisture absorbent leggings. Research has shown that leggings and other spandex-based women’s sportswear create environments for pathogens to thrive, and after seeing that no sportswear company was addressing this issue, I went to work on a solution: a new legging that had a breathable, replaceable pad and panels that promote ventilation around the inner thigh. Once we gathered all of our information together, we entered business competitions. Once we had funds, we created prototypes, and Oya was on its way to becoming a femtech apparel brand.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
I got into this industry because I am the customer; I am an athlete, and I live in activewear. I experienced adverse health complications (i.e., yeast infections, bacterial vaginosis, and UTIs) from sweating. My OB/GYN mentioned that many other women who loved working out experienced the same issues. She believed her patients’ leggings were causing the issue by creating environments for pathogens to thrive. I broke into this industry because I saw that no apparel companies were addressing this issue, and I wanted to make the change. It certainly hasn’t been an easy industry to get into and I constantly face challenges, however, we have some really passionate fans who have made it worthwhile.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
It’s taken years to get to where I am now. As a woman-presenting CEO of color, I’ve faced many obstacles. Men have historically dominated the sportswear industry, so navigating the industry as a woman, particularly as a Black woman, hasn’t been easy. However, I have a solid team of experienced, knowledgeable, and passionate women supporting me and helping me take Oya to the next level.
What are your biggest achievements to date?
I am overwhelmed by the positive response that Oya has received and the goals we have achieved. Upon Oya’s launch in 2021, we earned a 12x return on our CAC and sold out within four weeks. In addition, I am one of the first 200 Black women to have ever raised over $1 million in venture capital. I’m proud of all that Oya has been able to achieve and I’m excited to see how we will continue to grow in the future.
What are the projects you are currently working on?
We have lots of exciting projects in the works, but one that I’d like to highlight is our partnership with North Carolina State University, a leading research institute in the textile industry. We’re currently working with them on our next generation of inserts for Oya’s leggings to continue perfecting our technologies.
Is the #WomenInTech movement important to you and if yes, why?
Yes, the #WomenInTech movement is definitely important to me, because the women in anything movement is important to me! As women, we need to look out for each other and support each other, especially in spaces and settings where patriarchy is the dominating force. In moments when society doubts us, it’s crucial to have other women to help us level up.
What will be the key trends in your industry in the next five years and where do you see them heading?
In the next five years, I think that the fashion industry will see a push for healthier fabrics and a shift away from fast fashion. With many companies coming under fire and getting in legal trouble for manufacturing clothing containing harmful chemicals like PFAs, regulations will become stricter and healthier fabrics will become the norm. On that same note, many fast fashion clothing brands are currently facing backlash, and we are seeing a larger movement for “slow fashion,” which I believe will only continue to grow in the next five years.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
The most important piece of advice I could give to anyone wanting to start a career in this industry would be to identify a problem that you care about on both good and bad days. Once you determine that problem and find a co-founder with a skill set that compliments your own, you will be unstoppable.
Who are three inspirational women in your respective industry you admire?
There are so many inspirational women in my industry that I admire. I admire Cindy Gallop for being so outspoken and blunt. I really love Frances Tang from Awkward Essentials and think they have an incredible brand identity. My appreciation for powerhouse women in the fashion industry continues to grow as I age; I look up to Diane Von Furstenberg, Naomi Campbell, and Anna Wintour, who have all taught me a lot about what it means to be a leader. I admire Aurora James, who recently told me to dream bigger. I’ve met so many women in my industry who serve as inspiration and mentors in my journey as an entrepreneur.
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This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.