Thread – dress well without trying

Thread – dress well without trying

Photo courtesy Thread/Iona Wolff

Photo courtesy Thread/Iona Wolff

Technology is undoubtedly automating so many aspects of our lives right now, and we perhaps unwittingly rely on huge amounts of computer data to help us find things and make choices about what we buy, on a daily basis.  If you want a pair of mid-rise, dark blue jeans in a skinny fit, then you can just Google them, or if you’re looking for an aged leather, light tan tote bag just enter the search words and a multitude of options will appear before your eyes. But what if you don’t know what you’re looking for in the first place? What if you know you need a new coat or jacket but you’re not sure what style you should go for, or what would work best with your existing wardrobe?

Without wishing to sound sexist, this is potentially a more common problem for men than women. So it makes sense perhaps that London based start-up Thread has launched it’s first online stylist service for men only (women’s option to come later).

So my other half took a look at the site and went through the questionnaire, which takes about five minutes, answering questions about his style preferences, budget, favourite brands, outfit choices for work and play etc.

Photo courtesy Thread/Iona Wolff

Photo courtesy Thread/Iona Wolff

You’re then required to create an account with just some basic details, nothing too intrusive and you’re introduced to your own stylist, based on the type of responses you give.

Millie Rich was the selected stylist for my man, and at this stage you receive a message saying the preferences will be reviewed and then clothing and outfit suggestions will then be sent through, that she thinks you’ll like.  It can take a day or two but you can browse items in the meantime that suit your size, budget, preferences and style.

When the styling is complete (which is a combination of number crunching and human expertise) a page is created with a collection of outfits that includes items recommended that will also fit into your existing wardrobe (you give this information when answering the initial questions).

The number crunching bit is apparently carried out by a machine-learning algorithm that trawls through more than 31 million customer-submitted ratings, along with 3.7 trillion possible item combinations to come up with a list of recommendations.  The eight human stylists employed also play their part.

I browsed through the recommendations given to my other half and even though my initial thoughts when I looked at the site were that maybe I don’t need this sort of service because I know what I like, I actually ended up thinking this could really work for me too.

Photo courtesy Thread/Iona Wolff

Photo courtesy Thread/Iona Wolff

Sometimes the biggest challenge when looking online for things to wear is that there’s too much choice.  I know what  I like, but I don’t always have time to find it. So what if I could enter some details about my style, how much I’m ok to spend and my size, as well as any preferences for work, leisure or special occasions, and a whole list of suggestions with prices and where to buy from appeared? Exactly what Thread is offering it seems.

There’s also great styling tips on the site and you can order all items from one place with free delivery on orders over £50 and free returns. What’s not to love?

Photo courtesy Thread/Iona Wolff

Photo courtesy Thread/Iona Wolff

It takes online shopping and style advice to another more personal level, and I can’t wait to trial the women’s service when it goes live.

For more info go to Thread

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