started by olivia gossett, the website sells cutting edge clothing by rising designers. but, it's also an online magazine-- one that uses cute articles to sell products and foster those independent designers. >> i think we're opening up gateways in the industry for other people that otherwise wouldn't have a chance to make a name for themselves. you know you see the same dress on four different websites for four different prices from the same label and you're left kind of wondering isn't their more out there. >> reporter: ilwyw.com may not help cure for cancer, but it might create jobs. and, it's part of a push by new york city's borough president scott stringer to make the big apple a destination for start- ups. what he calls the innovation economy. >> how we take advantage of it will define the economic success of this city at a very interesting time in our history, after 9/11 post hurricane, dealing with infrastructure challenges and budget deficits and we need to expand our tax base and we need to take advantage of what's happening right now. >> reporter: exactly how

started by olivia gossett, the website sells cutting edge clothing by rising designers. but, it's also an online magazine-- one that uses cute articles to sell products and foster those independent designers. >> i think we're opening up gateways in the industry for other people that otherwise wouldn't have a chance to make a name for themselves. you know you see the same dress on four different websites for four different prices from the same label and you're left kind of wondering isn't their more out there. >> reporter: ilwyw.com may not help cure for cancer, but it might create jobs. and, it's part of a push by new york city's borough president scott stringer to make the big apple a destination for start- ups. what he calls the innovation economy. >> how we take advantage of it will define the economic success of this city at a very interesting time in our history after 9/11 post hurricane, dealing with infrastructure challenges and budget deficits and we need to expand our tax base and we need to take advantage of what's happening right now. >> reporter: exactly how