StyleSeek.com Offers Custom Approach to Men's Shopping

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aking a look at most of the men walking around this city, it's pretty clear that a good chunk of them could not care less what goes into their fashion choices. And whether it's apathy or ignorance on how to style themselves, StyleSeek.com is here to help them, thanks to a customized algorithm that shows men different styles based on their preferences in things like magazines, bands, and movies. Founded by two graduates of the University of Illinois at Urbana-Champaign, we think this site might have a shot at changing the way men shop.

Getting style recommendations is as easy as picking things you already like.

Tyler Spalding, one of the creators of the site, told us in a recent interview that their ultimate goal is to "become a destination site for men to optimize their personal style," and says that whatever style a man prefers, StyleSeek can help them find products that will work for them.

The site has users take a brief survey upon landing, asking them to choose their favorites among groups of magazines, music, alcohol brands, movies, etc. Following this, the user is presented with photos and links to sites where they can purchase elements of a wardrobe that align with their personal style. But how?

Spalding, a former rocket scientist for NASA, said, "From four-hundred-plus interviews, workshops, and one-thousand-plus web tests, we developed a 'Pandora-like' algorithm that maps the spectrum of men's fashion. I provided the quantitative elements to the algorithm, and Brian Hawkins (a professor at the Fashion Institute of Design and Merchandising) developed the primary qualitative elements." Although the process seems simply scientific, Spalding notes that everything was "ultimately refined through extensive testing from actual users."

If you'd rather look through someone else's recommendations, the StyleDNA tool lets you do that.

One of the benefits we found from the site was its broad range of designers and price points, as well as a variety of items, from accessories to shoes to clothes. And if you don't particularly care for your results, you can always go back and change your answers, or, as Spalding describes as one of the best features of the site, view the entire site as "someone else."

"After importing a StyleDNA [of a style influencer], just select your new 'persona' from the avatar image," he instructs.

As for women, they'll have to wait, probably forever, or at least until Spalding and Hawkins create that site.

"For now, this site is geared toward men interested in fashion in some capacity. However, our near-term intent is to expand more mainstream, and introduce guys to a simple and fun way to shop online," Spaulding explained.

In other words, men who tend to view fashion as a waste of time may enjoy this site more than those who enjoy making careful choices, as this takes the guesswork out of what to wear.

For now, StyleSeek.com is open to users who have an invite code only, but it's easy to get one of those—just sign up on the site and hang on tight.