Try Before You Buy (Online)
Buying clothes online can be a business fraught with ill-fitting peril, particularly in such a precise a realm as men’s tailoring. Although juggernaut e-tailor Bonobos’ fabulously curved waistbands and form-fitting shirts and suits have been slowly righting this slack and oft saggy wrong since 2007, even they are not content to rest on their web-based laurels. In fact, CEOs Brian Spaly (of Trunk Club fame) and Andy Dunn are making it even easier for Chicagoans to get the best fit, with the opening of the brand’s fourth US ‘Guideshop’ in the Windy City.
So, what on earth is a Guideshop? The answer is, a physical, but non-retail shop space where Bonobos’ customers can get up close and personal with the product, and try before they buy online. With the help of in-store fit guides and self-proclaimed ‘style ninjas’, gents can get acquainted with all the chinos, coloured pants, button-downs and golfing gear the label has to offer, along with leather prods from hand-picked accessory brands such as Timberland, Earnest Alexander and celeb-cobbler George Esquivel. Staff will then help you place the online order and send your selected goods off home, making carting bags to your next meeting or dinner a thing of the past. Simply pop online to book an appointment before heading off to the showroom. Convenience is just a click away!