Fashion e-commerce startup, The Folklore, has today announced a shift from direct-to-consumer to B2B wholesale against the backdrop of a $1.7 million pre-seed funding, which the startup plans to use to fuel the growth of its new business. The e-commerce company, which was founded in 2018 by Amira Rasool, previously sourced, shipped and did last-mile delivery to customers in the US — which, however, didn’t allow it to grow fast enough. The startup is also rolling out a new marketplace where it acts as an affiliate partner of fashion brands or platforms, and The Folklore Edit, a media site that will carry stories on fashion and culture. The startup is working with modern fashion brands out of Africa that have a proven track record and can keep up with demand.“We are looking at it from a global perspective.