Cole Totton is the founder of Pristine Clean Club and Enablr. Cole Totton is the founder of ChitoBrands LLC, operator of the Pristine Clean Club fabric care brand, and Enablr, a platform for founders building in public. Based in Charlotte, NC, with a background in corporate finance at Bank of America, Wells Fargo, and RBC. Currently building both companies solo.
Startups
Pristine Clean Club — A direct-to-consumer laundry care brand. Building deliberately. Pristine Clean Club is a direct-to-consumer laundry care brand. Operating entity: ChitoBrands LLC (Delaware). Pre-revenue, pre-MVP — building deliberately.
Enablr — The record that answers when anyone — human or AI — looks you up. When someone looks you up — an investor, a journalist, Google, ChatGPT — they should find your real record, not a guess. Enablr is built for that moment. Every profile is structured for human and AI readers alike: schema.org markup, llms.txt listing, sitemap inclusion. Your work becomes the sourced answer.
Most platforms force a choice between everything visible (LinkedIn, X) and nothing visible (private notes, group chats). Enablr lets you decide per update: private, circle, extended, or public. Advisors see what's relevant to them. The public sees what you choose. Same record, different doors.
Contributions get credited directly on the update. Intros, feedback, challenges to your thinking — the person who helped becomes part of the record.
No likes. No follower counts. No algorithm. A clear, honest record of the work — visible to the people you choose, and legible to the machines people now ask.
Milestones
2025-04-30: ChitoBrands LLC formed (Delaware) — Operating entity established. Delaware LLC; sole active operating company for the Pristine Clean Club brand.
2025-10-03: Trademark filed — PRISTINE CLEAN CLUB — PRISTINE CLEAN CLUB trademark application filed with USPTO (Class 003).
2026-03-05: Product formulator engaged — Engaged an experienced product formulator to develop the V1 formula.
2026-02-02: Enablr founded — Enablr founded as a structured-data platform for founders to record progress with control over who sees what.
2026-03-13: Beta opened to first cohort — First beta cohort opened. Intentionally small — early users shaped the product, gave feedback, and helped get the first version to ship-ready.
2026-03-23: First ecosystem interest — Flywheel and Boyd Innovation Center — Flywheel Foundation expressed interest in introducing Enablr to participants in their program. Meeting scheduled with Boyd Innovation Center to explore fit for founders in structured environments. First external validation of the idea outside the founder's own use.
Recent Updates
Enablr is now machine-readable
Enablr
Shipped a full repositioning today. New tagline: "The record that answers when anyone — human or AI — looks you up." Then spent the rest of the day making it literally true.
What changed under the hood: founder and startup pages now serve their full content — bio, milestones, structured data — directly in the HTML, so crawlers that don't run JavaScript get the real record instead of an empty shell. Most AI crawlers don't run JavaScript. robots.txt now explicitly welcomes them (a CDN-level setting had been quietly blocking several). IndexNow pushes every change to search engines within minutes of posting. And Crunchbase profiles went live today for me, Enablr, and Pristine Clean Club.
The lesson worth recording: every layer of this looked done until it was checked from the crawler's side. The pages "had" structured data — but only after JavaScript ran. robots.txt "allowed" AI crawlers — except for a managed block injected upstream. The fix, every time, was verifying what a machine actually receives, not what a browser renders.
This update is itself the first test of the new pipeline — posting it should ping the search index within minutes. The record now answers.
Refining the core problem Pristine should solve first
Pristine Clean Club
I’m working through a key early decision for Pristine: what is the primary problem we’re actually solving for people.
There are a lot of angles in laundry, but not all of them are equally painful or motivating:
Clothes losing their “new” feel faster than they should Laundry not actually getting fully clean (even if it smells fine) The process being wasteful, inefficient, or overcomplicated
Instead of assuming, I want to pressure test this with real input.
The goal isn’t just to pick messaging. It’s to anchor product design, positioning, and what we prioritize first in development.
If we get this wrong, everything downstream gets a little off. If we get it right, it sharpens everything.
Curious how others think about this based on their own experience.
Received interest from Flywheel Foundation and scheduled meeting with Boyd Innovation Center.
Enablr
Had a couple of encouraging signals on the Enablr side this week.
Flywheel Foundation responded and is interested in learning more about what I’m building. They offered to introduce Enablr to participants in their program and are looking to set up time this week.
Separately, I’m meeting with Boyd Innovation Center to explore a similar conversation around whether this is useful for founders in more structured environments.
Still very early, but this is one of the first real tests of the idea outside of my own experience building Pristine Clean Club.
Collected first fragrance batches for Pristine
Pristine Clean Club
Picked up gallon samples of the three Pristine fragrances today: Linen Noir, Fleur Blanche, and Pure Haven.
We're sending the samples to the fragrance house so they can integrate them into the detergent formulas. This will let us begin validating how the scents hold up through the wash and dry cycle.
Huge credit to my wife, Caroline Totton, and my mother-in-law, Susan Hall, who developed these fragrances. Seeing them in gallon form made the project feel very real.
Opening Enablr Beta
Enablr
This first beta is intentionally small. Huge thanks to the contributors for their early help, feedback, and encouragement while shaping the product and getting the first version ready.