⁠"He's worked in fashion": When Tucky Belt chose Shark Tank's Daymond John over Kevin O'Leary 

In Season 14, Episode 22, former Miss Vermont 2009 Brooke Knaus entered the Shark Tank with a straightforward fix for a typical wardrobe issue. She created the Tucky, an elastic belt that can be adjusted to keep clothes tucked in and from slipping out.

After presenting her product and fielding offers from two interested sharks—fashion mogul Daymond John and business tycoon Kevin O'Leary—Knaus made a strategic choice. Both sharks offered identical terms: $70,000 for 40% equity.

When Knaus counter-offered with 39%, John accepted. Her reasoning was clear:

"He's worked in fashion for so many years, so I think he understands what Tucky can do for a woman's wardrobe," Knaus later explained in an interview with Axios.

The FUBU founder's expertise in the clothing industry made him the perfect partner for a product designed to transform everyday tops into stylish crop tops or customized lengths. This savvy decision by Knaus would prove beneficial as Tucky rode the wave of post-Shark Tank success that many entrepreneurs dream about when they enter those famous doors.

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Tucky Belt’s journey to the Shark Tank

Following the birth of her second child with NASCAR Hall of Famer spouse Chad Knaus, Knaus created the Tucky. She started tucking her shirts into her bra to give herself "the illusion of an hourglass figure," as she explains on her website because she felt cut off from her pre-pregnancy body.

"I would look in the mirror and I didn't recognize myself," Knaus recalled to Axios.

Her confidence was somewhat bolstered by this temporary fix, but her clothes continued to slip out.

The Tucky, a straightforward elastic band with silicone grips that firmly holds shirts in place, was created in 2021 as a result of this aggravation. The product allows users to adjust the length of virtually any top, essentially transforming wardrobes without buying new clothes.

When Knaus entered the tank, she demonstrated the Tucky while wearing a crisp white button-down tucked into her invention, paired with a pleated pink skirt. She asked for $70,000 in exchange for 30% equity.

Her numbers impressed the sharks: $60,000 in sales after just six months in business, with production costs of only $5 per unit yielding a healthy margin. Despite this promising start, three sharks declined to invest, including Barbara Corcoran, who worried crop tops might be just a passing trend.

That left O'Leary and John both offering identical deals of $70,000 for 40% equity. In a bold move, Knaus asked if either would consider 39% instead. John agreed, sealing the partnership. Knaus told Axios, a statement that proved prophetic for her business:

"Shark Tank is like the fairy godmother for entrepreneurs."

Within 12 hours of her May 2023 episode airing, Tucky completely sold out of inventory.

The company immediately began accepting hundreds of pre-orders from eager customers. This instant success mirrored the experience of other Shark Tank alumni who saw massive sales spikes following their appearances.

During an August 2023 appearance on Your Day With Anna Kooiman, Knaus shared that her biggest challenge was keeping up with demand—a good problem to have for any entrepreneur.

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Tucky Belt’s success beyond Shark Tank

Riding this wave of success, Knaus expanded her product line to include the "Stitchy," a portable stitching tool designed for quick clothing fixes like tightening cuffs and creating temporary hems. The Stitchy costs $30 at retail, just as much as the Tucky.

When the brand was highlighted on The Today Show in June 2023, viewers were given a special discount offer, which increased brand awareness.

Tucky had a global following by February 2025, shipping all over the world and gaining more than 15,000 Instagram followers. Knaus emphasizes inclusion in shape, size, and color by showcasing varied women utilizing her goods on social media.

Knaus continues to refine her products based on customer feedback. In November 2024, she debuted the Stitchy 2.0 on TikTok, featuring stronger stitches, a smoother trigger, and improved packaging with a pink storage bag.

As recently as February 2025, Knaus engaged with her followers about potentially renaming the company to reflect its growth beyond the original Tucky product. She also teased a new summer product launch, demonstrating her commitment to innovation.

The Tucky's journey exemplifies the power of the Shark Tank platform. As Knaus put it:

"And if you're lucky enough to get a shark deal, you get a real mentor who can navigate some really challenging situations."

Knaus's decision to partner with John over O'Leary highlights the importance of finding an investor whose expertise aligns with your business. John's fashion background provided more than just capital—it brought industry knowledge that helped Tucky navigate its rapid growth.

From a personal solution created during "some of the hardest parts of parenthood" to a thriving global business, Tucky demonstrates how the right product, partner, and platform can transform a simple idea into entrepreneurial success.

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