A new look at crafting eCommerce for men

When I go into a sneaker store, I always know what to buy. But, when it comes to dressing myself above the ankle, I am often a little lost and definitely not interested in spending hours in stores or searching online for clothes.

In my neighborhood in Brooklyn it feels like there is a new store opening up every month with shelves full of skinny jeans and plaid shirts from hundreds of new brands. As a consumer I am overwhelmed with choice and unsure of what will look good with what. In short, I am a typical men’s apparel shopper.

The newest member of the First Round Community, Lookcraft, offers a solution to this challenge and I will certainly be a customer. To get started with Lookcraft, you fill out a simple profile and they send you a curated shipment of clothing that matches your style and size. You keep what you like and send the rest back — while it is not a subscription, Lookcraft has figured out a great way to help men try before they buy and delivers the goods in a convenient, curated package of great brands.

As investors, we have seen the power of eCommerce brands to engage consumers and deliver delight through curation. Birchbox, Fab, ModCloth, and One Kings Lane have shown that in categories cluttered with consumer options, a strong brand voice that helps customers discover new items with confidence is a powerful thing.

I am looking forward to working with Jamie and the Lookcraft team as they explore this twist on discovery commerce in the men’s apparel space.