You’re a dude. You want to look good. No, you don’t want to spend hours in a store.
That’s where Lookcraft, a brand new New York-based startup, comes in. Founded by some YC alums, Lookcraft has customers go through a quick (and hopefully painless) style quiz where they click on clothes they like, share their sizing and a little bit about how they like to dress. It then comes up with seven or so items that are shipped for free.
Like Chicago-based Trunk Club, you send back what you don’t like and you pay for what you keep. There are no subscriptions. Lookcraft sends kits of clothing whenever a customer requests it, and they collect your credit card information up front. If you don’t like the suggestions Lookcraft provides, you can easily swap items in or out until you have a combination that you do like.
“The men’s shopping experience is terrible. Basically, it’s built entirely for women,” said founder Jamie Quint. “For men who don’t want to go through Macy’s website for hours, we try to make it easy. We give them suggestions and then ship them for free.”
The startup carries a number of higher-end brands like Nudie Jeans, J Shoes and local independent brands like San Francisco’s Taylor Stitch.
“We’re focused on fit and quality and we’re not going to sacrifice by buying lower-quality stuff to get a lower price point,” Quint said. “There’s a reason why designer clothing costs more. It’s because there’s better quality, better fit and fabrics than what you’d find elsewhere.”
The company makes standard retail margins on its bundles of clothing, which on average are worth about $800 or $900. They sell clothes at full retail price. “It’s basically the same as how any wholesale merchant makes money,” Quint said.
Lookcraft has raised some seed funding from First Round Capital and Consigliere Brands, a marketing consultancy and New York-based fund run by two-time NBA MVP Steve Nash.
“The major retailers aren’t going to be the ones to innovate on the online shopping experience. They list clothes and sell them. The average of their customers are trending upwards,” Quint said. “It’s time for someone to do something new.”