When Eison Triple Thread launched two years ago, the luxury menswear label focused on the innovative 3D body imaging technology it used to create its made-to-measure clothes to stand out from the growing crowd. But in an effort to stay one-step ahead, the San Francisco-based brand has now boldly announced that it will also be using its customers’ favorite music to help fine-tune their style preferences.
Unveiled last month, FITS is a web-based application that makes recommendations based upon users’ Spotify data, which company founder and CEO Julian Eison sees as a way to help those men who struggle with finding their personal style. “Music is at the core of a lot of everyday life; it knows no boundaries or color, and it reveals something about us that we may not know that we kind of project onto people,” he told Henry Pickavet of Techcrunch.com. “So we’re trying to get to the core, the unadulterated piece, and that’s music, and it drives a lot of our decisions, selections, identities and moods.”
After downloading the app, users log into their Spotify account, which gives Eison Triple Thread access to their listening data, and are then prompted to take a lifestyle quiz, which includes questions such as what industry they work in, how they dress for work, their commute and how they spend their free time. At the same time, FITS sifts through their Spotify account gathering data about their musical tastes, and pairs music genres and favorite artists with styles.
The process takes about 15 minutes to complete, and then based upon the data collated the web app generates a list of looks from a seasonally updated collection of some 3,000 images curated by Eison and product director Dario Smith. Then after choosing the look they want, users can customize it by selecting from a range of options such as the number and style of jacket buttons, button-hole color, the color and fabric of the jacket lining and the waistband style on the pants, before finally entering their measurements. Their bespoke, musically-influenced garment then follows two weeks later.
This new, forward-thinking approach obviously relies on the assumption that there is a correlation between a person’s music preferences and their style, and for many people this simply doesn’t hold true. But Eison maintains that the FITS app is still able to add some nuance to the process. “This is a more advanced way to recommend things to shoppers than by just saying, ‘Hey, someone bought this five minutes ago, you should too!’” he told Racked.
Fashion Software Start-Up Unmade Secures $4M Funding