For a brand that describes themselves as 'somewhere in the middle of off the rack and tailored bespoke' Stantt has the makings of a unique brand identity.
Recently they opened their flagship retail store on Madison Ave to join the likes of Paul Stewart, Charles Tyrwhitt, Bonobos, and Indochino. All offering tailored or altered to fit clothing. What makes them any different?
Co-Founders, Co-CEOs, Co-Best Bros (ok thats not on their LinkedIn but) Matt Hornbuckle and Kirk Keel worked together running marketing at Johnson & Johnson.
The inciting incident for Stantt is something so relatable it is hard not to want to see them succeed:
A girl called Matt's shirt baggy.
He never wore the shirt again and co-founded a company to mathematically ensure his fit was never off.
Yours truly has thrown out many a garment because of comments that hit the ego, but I didn't decide to go out and revolutionize menswear about it.
They call it 'DataFit'. With just three measurements they employ an algorithm to hone in on their 99 shirt sizes for a customer to try on to find the exact one which feels like its just for them.
Yes. 99 sizes.
They took this model and started clothing the rest of the male form, to date they offer tuxedo shirts to casual shorts. All crunched in their patent-pending system to look like NASA had your measurements.
Their journey from the Big Apple to places like Lorrimor's in Pittsburg, now comes full circle as Stantt flagship is open for business. Having peeped the place myself it wears its origins on it's sleeve:
These marketing 9-5ers -cum- clothiers are now located on one of the most prestigious fashion locations in the world, at a time where those in the know are returning to offering in-person customer experiences.
Their location, their branding, and their own journey seems reflected in their clothing line.
Something that seems to call out to all the ill-fitting nimbus blue button-downs hidden by Patagonia fleece.
Something that almost whispers: "You're worth feeling good when needing to look good."
To offer a haven to all those suffering the slings and arrows of off the rack fitting and serve as more than a gateway drug to custom clothing.
I'll be watching where they go from here and maybe offer additional intrepid reporting from on location.
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