Skip to main content

Fashion Metric Makes Online Shopping Easy

For all the ease of shopping online today, the online retail space can still be a daunting place to be. Feeling overwhelmed with too many places to shop and too many brands to filter? You wouldn’t be alone. Introducing Fashion Metric, a young online company that is taking aim at gents who simply crave an easier and smarter way to shop for shirts by using search algorithms to create the perfect one-stop shop for fashion.

It works this way: first-time users enter basic information about their height, weight and waist and brand of preference online into the company’s massive database; then proprietary analytic technology crunches the numbers, much in the way that genetic researchers might do, to produce matches with Fashion Metric’s assortment of brands, ranging from French Connection to Mavi to Jared Lang and Happy Socks. Users not only get personalized recommendations but an opportunity to discover brands they might never have heard of.

Recommended Videos

“We have all this data around our customers that a typical store doesn’t have,” say Fashion Metric founders Daina and Morgan Linton, a former UCLA PhD science candidate and computer engineer respectively, who went live with their platform, dubbed the “Pandora of menswear,” last August.

Still the idea, they insist, isn’t to simply create data sets but rather scale technology, much in the way Pandora and Netflix have done, so guys can relate better to the online retail space. The results so far? Encouraging. Racking up several thousand customers since, the Lintons are now gearing up to add categories such as pants, sweaters and jackets. Fashion Metric uses its data to also operate an increasingly popular and successful made-to-measure shirt channel that has a return rate of under 0.6% versus the average on other menswear sites of 27.5%. That alone has fueled the idea of licensing Fashion Metric’s technology to other companies. (Mark Cuban, the colorful co-host of “Shark Tank” and owner of the Dallas Mavericks, became an angel investor in the company very early in the game.)

Critical to the past and future of the business, the Lintons say, will be listening to figure out the pain points of users. Not all guys, for example, have the time or inclination to go to stores to try out new brands, says Morgan. Nor do they like, say, having to print off shipping labels, clothing subscription services that aren’t curated enough, and dealing with inconsistent fit sizes.

Already one happy outcome of listening is a buddy system to complement the online shop experience. In-house stylists follow up with the customer to make recommendations and hone their brand selections. Says Daina, “We looked at what guys like about the shopping experience. They liked to go to a person they worked with for years, so we try to replicate that and ask how to match this.”

Amanda DePerro
Former Former Digital Trends Contributor, The Manual
Amanda DePerro is a Midwest-based freelance writer and journalist who loves video games, gardening, and true crime. She is a…
Adidas and CLOT turn the Stan Smith into a summer-ready espadrille
Adidas, CLOT by Edison Chen remix the Stan Smith sneaker
man wearing white adidas stan smith sneakers

Continuing their long-standing partnership, Adidas and CLOT by Edison Chen are once again delivering a remix on one of the brand’s most classic designs. Fresh off of the release of their beaded sneakers, the newest launch between this duo is all about a summer-inspired design on the heritage Stan Smith sneaker. As part of the launch, a new campaign featuring various athletic stars, including tennis legend Stan Smith and F1 driver George Russell, captures the essence of the sneaker’s traditional look while incorporating modern upgrades. Adding a seasonally apt espadrille sole to the Stan Smith design, the sneaker becomes the ultimate summer shoe, fusing a classic summer style with Adidas’ iconic casual sneaker. 

Get ready to take on summer with Adidas x CLOT by Edison Chen

Read more
Hunter x Represent redefines western style with a new cowboy boot drop
Hunter, Represent unveil a new cowboy boot
hunter boot in saddle

When it comes to creating a sturdy yet stylish boot that can withstand rain and the elements, Hunter is well established as a major player in the industry. Known for their chic yet practical rainboots, Hunter has nailed the concept of balancing style with function, even in the most extreme environments. Now, with fellow British-based brand, Represent, Hunter is taking on a new frontier: the American West. While both brands hail from the United Kingdom, this partnership explores the ultimate Americana footwear, the cowboy boot. With a fusion piece that embodies this heritage silhouette, both brands have elevated the style with their distinctive British flair. Bringing two new boot styles to the table, this collaboration draws inspiration from Western aesthetics, featuring details reminiscent of vintage cowboy boots. 

Hunter x Represent takes on the cowboy boot with British flair

Read more
Lancia and Eberhard unveil a bold new HF watch celebrating racing heritage
Lancia and Eberhard & Co. launch HF luxury watch honoring iconic racing legacy
The 'High Fidelity' timepiece up close

Bringing together the finest in Italian design and Swiss watchmaking mastery, Lancia and Eberhard & Co. have teamed up to create the Lancia HF ('High Fidelity') luxury watch — a striking timepiece that revels in the brand’s iconic motorsport history. The collaboration marks another milestone in Lancia’s resurgence, merging cutting-edge technology with timeless racing heritage.

Released at Lancia Design Day, the HF timepiece epitomizes the fearless spirit of the brand’s legendary High Fidelity (HF) performance badge, a symbol of speed and innovation. Eberhard & Co., a Swiss watchmaker revered since 1887, has masterfully crafted a chronograph reflecting Lancia’s dynamic aesthetic while upholding the highest standards of precision engineering.

Read more