Move over Le Creuset? A new cookware startup founded by and for millennials is getting down to business

Sometimes, it's hard to imagine a product or industry that a new e-commerce startup hasn't tried to remake already, from slippers to mattresses, from luggage to lipstick. In fact, what the pair are building with their 10-month-old startup, Great Jones, appears to be a Le Creuset for the next generation: a handful of cookware items, including a cast-iron Dutch oven, that come in an array of colorful, if comparatively more muted, tones. The cookware is also more affordable than Le Creuset, which charges upward of $300 for a similar Dutch oven, compared with $145 for Great Jones's new product.