Chris Riccobono
Chris Riccobono co-founded and led UNTUCKit, the men's brand known for shirts designed to be worn untucked. A Providence College grad and Columbia MBA, he built the company from a side hustle at GE Healthcare into an 80-plus-store phenomenon. He later co-founded Greatness Wins performance apparel.
Chris Riccobono's Bio
Chris Riccobono is the co-founder and former CEO of UNTUCKit, the men's apparel brand that created a category with shirts designed to be worn untucked. The idea struck while he was working at GE Healthcare and pursuing his MBA at Columbia Business School, where he realized men lacked a shirt that looked polished yet casual enough to leave untucked.
Before founding UNTUCKit, Riccobono explored side ventures after graduating from Providence College in 2001. In 2010, he developed the original untucked shirt prototype, and by February 2011 he brought on Aaron Sanandres, a Columbia classmate, to help turn the idea into a business. They launched with just $150,000, no office, and Riccobono kept his GE day job for six years while building the company from his Hoboken apartment.
The early product was rough, but the slow-burn strategy protected the brand. By the time he resigned from GE, the company was generating more than $20 million with only him and Sanandres.
UNTUCKit opened its first store in SoHo in September 2015 and expanded to more than 80 stores across North America and the United Kingdom. In 2020, a roughly $750 million acquisition deal fell apart, pushing the company to the brink. Riccobono and his team survived by negotiating lease deferrals, and by mid-2021 the brand had surpassed its pre-pandemic performance.
Most recently, Riccobono co-founded Greatness Wins, a premium performance apparel brand launched alongside Derek Jeter, Wayne Gretzky, and Misty Copeland.
Career Timeline
2001 — Graduated Providence College
Earned bachelor's degree and launched career at GE Healthcare
2001 — Started at GE Healthcare
Began career as a healthcare sales representative
2007 — Enrolled at Columbia Business School
Pursued MBA while developing entrepreneurial ideas
2010 — Created Original Untucked Shirt at UNTUCKit
Developed the prototype that became UNTUCKit's signature product
2011 — Co-founded UNTUCKit
Brought on Aaron Sanandres as co-founder in February
2015 — Opened First UNTUCKit Store
Launched first brick-and-mortar location in SoHo, Manhattan
2016 — Left GE to Lead UNTUCKit Full-Time at GE Healthcare
Resigned from GE after six years of running UNTUCKit as a side hustle
2020 — Survived Near-Bankruptcy and Collapsed Acquisition at UNTUCKit
A roughly $750M acquisition deal fell apart; negotiated lease deferrals to keep the company afloat
2022 — Co-founded Greatness Wins
Launched premium performance apparel brand with Derek Jeter, Wayne Gretzky, and Misty Copeland
