Style was the word of the day at this week’s 1 Million Cups as two startups with a focus on fashion told their stories.

Jeanette Knittel spoke about her company, alvoru clothing, which makes tops, shorts and bedding that help women cool off during hot flashes. Alvoru’s clothing incorporates a performance-based fabric, not too different from the kind used in athletic wear, only Knittel’s designs are appropriate for lawyers and other professionals to wear in the workplace.

She believes there’s a huge untapped market here: There are nearly 20 million American women between the ages of 45 and 54, the prime years for hot flashes.

Keefe Cravat is designer Jordan Williams’ bowtie business. The company, which is about a year old, says its high-fashion bowties make their wearers feel more confident. Williams has already been included in more than 15 fashion shows and won the attention of local media. He’s launching a Kickstarter campaign to raise $3,200 for a new advertising campaign to build awareness of his brand.