Thinking in the box

Thinking in the box
Mr Matteo Sutto, co-founder of Tate & Tonic, with some of the selected items for his customers. Tate & Tonic is an online concierge clothing and styling service which selects clothes and accessories for men based on their preferences and delivers them to the customers' homes in a box to take the hassle out of shopping.

Lazy men who hate to shop now have one fewer excuse not to look good.

Local start-up Tate & Tonic has come up with a service that does the work for you. All you have to do is fill up a questionnaire about your style preferences, which includes questions about your work wardrobe and favourite type of shoes.

A Tate & Tonic stylist will then select a few items, including clothes and accessories, which will be sent to your home. You can return the items that you do not want at no cost, within four days, and pay for those you decide to keep.

Shoppers can choose to receive between six and 10 items and prices can range from $400 to $1,000 in total.

Shirts, trousers and belts start from $50; shoes from $60; and jackets from $100.

Tate & Tonic founder Matteo Sutto, an Italian based in Singapore for the last two years, says: "In general, men are less fashion savvy than women; we like a little guidance.

"I think most guys would agree that shopping is quite time-consuming. Personally, if I have the weekend off, I'm not going to spend the whole afternoon along Orchard Road trying clothes."

Not for women

Tate & Tonic is the first service of its kind in Singapore, but similar online concierge clothing services are available in the United States.

The 30-year-old entrepreneur, who was previously a marketing director at online multi-label retailer Zalora here, co-founded the business in April last year with his older brother Ludo, 35, who is based in London.

They hope to introduce a different side of online shopping - one where all the browsing and trawling through pages of merchandise is done away with.

"The problem online is that there are just way too many options. Sometimes, I would find myself with 30 different tabs open and have no idea what to get," says the younger Mr Sutto.

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