Viewers might have scoffed when Andrew Bentley didn’t get a deal on the Oct. 29 edition of ABC’s Shark Tank. After all, can’t a stay-at-home dad get a break? His company Father Figure tries to do just that by selling paternity clothes and accessories.

“When I was with my son everyday during paternity leave, and I’d look around for burp bags and diaper bags, I saw that they were clearly designed by women for women,” Bentley told Technical.ly DC. “So, essentially, brands and products weren’t speaking my language and I felt devalued as an involved parent.”

The company’s $128 denim shirt is softer than a baby’s behind, with muslin cotton patches in those places where dads carry their kids the most, and a loop on the hip to store bandana-style burping rags.

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