More and more experienced fashion executives are leaving the plush confines of their showrooms and offices for new territory at tech startups, reports WWD.

The trade title – which recently made a tech-friendly jump themselves, eschewing their daily paper edition to publish primarily online – cited as examples Bonobos’ recent acquisition of Coach’s Fran Della Badia, Nasty Gal’s Sheree Waterson, who joined the company from Lululemon, and Julie Bornstein who fled Sephora for Stitch Fix.

The tech world, WWD says, provides execs with many opportunities they might view as “greener pastures” – from the chance to begin again after a misstep (as they deem Lululemon’s sheer yoga pants fiasco), to the opportunity to shine at a well-funded company at a time of major growth (e.g. Bonobos).

Getting in when a startup is in the next stage of its expansion is particularly appealing for fashion industry refugees because, as WWD notes, “much of the visionary work of the founder has already been done. This next phase is less about defining the brand and more about meeting the customer wherever they are, be it in a store, on a desktop or, increasingly, on mobile devices.”

Those are issues that many fashion executives have undoubtedly had to face in their former careers, and they come wielding an applicable skillset and years of practical experience that may be beyond the scope of tech founders’ working knowledge.

Bryan Zaslow, a search expert, told the paper that working as an executive at a larger company may not always be “as hip and rewarding as being able to roll up your sleeves at a $50 million business and take it to a quarter of a billion dollars — or taking a $250-million business and bringing it to a billion-dollar business.”

Because, as we learned from Justin Timberlake in The Social Network, the only thing cooler than a million dollars, is a billion.