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Subscription kids' clothing startup Rockets of Awesome has raised $12.5 million in Series A funding as it seeks to become the go-to for savvy parents hoping to avoid seasonal trawls around the mall. The round was led by new investor August Capital, an early backer of e-commerce giant Zulily, joined by existing investors Forerunner Ventures and General Catalyst. This infusion of capital brings Rockets of Awesome's total fundraising to just under $20 million in the six months since its launch. Also newly on board: actress Gwyneth Paltrow, who recently invested in trendy athleisure startup Outdoor Voices . "She received our boxes this summer," founder Rachel Blumenthal said. "[Her son] Moses in particular fell in love with the line. For a parent, when your kid is excited about something, it piques your awareness." Rockets of Awesome sends a personalized box of 12 pieces of clothing per child at the beginning of each season, four times a year. "We wanted to align with how parents were already shopping for their kids," said Blumenthal, who conceived of the idea for the company while running her first startup, online baby registry Cricket's Circle . "I kept hearing that the challenge every season and every year was where to shop for kids, and why was it so time-consuming?" Much like hot fashion tech service StitchFix , Rockets of Awesome operates on a subscription model, with recurring delivery but no fee.
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