We empower the world’s most influential people to build industry-defining brands that leave lasting legacies

The Formhouse Advantage

  • Developed through tailored, in-depth market intelligence and consumer research that lands an authentic and differentiated story.

  • Multi-category expertise with experience launching innovative apparel, consumer products, and celebrity brands

  • Best-in-class global production network across 5 continents that delivers uncompromising quality and flexibility

  • Omnichannel go-to-market strategy supported by significant investment to create unmissable launch moments

  • Immersive shopping experience backed by best-in-class fulfillment that strengthens loyalty at every touchpoint

  • Pinpoint and execute on growth opportunities, including new regions, distribution channels, and product extensions through data-driven research

Selected Work

Your Team

  • Jonathan Gunawan

    Founder / CEO

    Jonathan has 15 years of experience leading and incubating consumer brands such as GOAT, Ruggable, and most recently as eBay’s head of Fashion Strategy & Operations. He previously led strategy engagements at McKinsey & Co. and specializes in executing high-growth strategies that turn concepts into category-leading businesses.

  • Lucy Guo

    Co-Founder / President

    As Founder and CEO of Passes, Lucy empowers celebrities with cutting-edge monetization tools designed to help enable successful entrepreneurs. She previously co-founded Scale AI (valued at $29B), leads venture investments at Backend Capital, and is recognized as one of the most accomplished and influential individuals in tech

  • Isaac Hetzroni

    Sourcing & Production

    Isaac is a leading global sourcing expert with a decade of factory partnerships supporting brands like Skims, Alo, Vuori, and Armani. He also founded Imprint Genius, one of the fastest-growing merch distributors in the industry, giving him unmatched access to production capabilities worldwide.

  • Mo Mostashari

    Creator Advisor

    Former ICM agent turned brand builder, Mo bridges Hollywood and commerce. As President of AMIBA Consulting, he has driven successful launches for talent like Millie Bobbie Brown, Olivia Culpo, and Katherine Heigl, specializing in translating celebrity influence into sustainable revenue.