Stitch Fix Inc.’s men’s shoppers are about to get a little something extra.
The online styling service is expanding its Extras basics program to men’s today, offering customers an opportunity to order T-shirts, underwear and socks and have them added to the box of looks they receive.
Usually, customers don’t know just what they’ll receive in their “fix” — a collection of five items chosen by algorithm and human stylist and sent for try-on at home. But the Extras program, first launched with women’s in February, lets users add specific basics, which can also be tried on at home and returned at will.
The program includes a selection from Fruit of the Loom, Stance, Mack Weldon, Tommy John and Everyday by Stitch Fix, with all the looks sporting some kind of performance feature from moisture wicking comfort and waistbands to cooling cotton and quick-draw flies.
“These are definitely not your basic cotton tighty-whities from ages ago,” said Chris Phillips, general manager of Stitch Fix’s men, kids and exclusive brands businesses.
Stitch Fix — a creature of Silicon Valley and especially data-savvy for a fashion company — keeps close tabs on its customers’ ever-changing preferences and is hearing that men want a little something more from their wardrobe.
“We see across every price preference that product that has those performance attributes is much stronger,” Phillips said.
Stitch Fix started in women’s, but has steadily expanded, adding men’s, plus sizes, contemporary looks and more.
Phillips noted men’s business started two years ago with about 50 brands and has since grown to 130 to 140 names.
That speaks to the kind of growth investors want to see.
Stitch Fix went public in November and after a shaky start, the stock has been increasingly sharply.
Shares of the company closed down 3 cents to $45.96 Tuesday, marking a more than three-fold increase since the company went public at $15 a share.