Alton Lane is trying to get its piece of the holiday pie.
The Richmond, Va.-based men’s custom apparel brand is launching a Shirts for a Year subscription box service. Customers can choose the quantity of shirts they want seasonally — one to five — and four times a year, the company will send a curated selection of fabrics from which to choose. The fabrics will be sent both physically and digitally and will range from casual to business patterns.
The customer makes his selection and the shirts are delivered two to three weeks later at a 35 percent discount to Alton Lane’s regular prices.
Prices range from $475 for one shirt a season, to $1,995 for five shirts a season.
In addition to the seasonal products, the box will also include essential shirts in case customers need more-basic models.
Colin Hunter, founder and chief executive officer, said the service is something customers had been asking for “and we always want to listen to our customers and explore new ways that we can serve them better. Our customers are typically very busy and find that new seasons sneak up on them without having had a chance to plan ahead. We are constantly thinking about convenience for our customers and I think this is an extension of this. All you have to do is look through the curated selection of swatches we send you each season and either text, e-mail or call with which ones you want. We take care of the rest and two weeks later you have brand new, perfectly fitting, seasonally relevant shirts arrive at your doorstep.”
He added that some beta testing of the concept has proven popular. “I think there is the psychological element of the ‘surprise gift’ to yourself that makes any type of subscription service appealing to customers. While I think a number of our customers will love this for themselves, we anticipate this being a really great option for gifters.”
Alton Lane was founded in 2009 by Hunter and his college buddy, Peyton Jenkins, to offer high-end custom clothing and furnishings at an affordable price. The company uses 3-D body-scanning technology and offers a one-on-one experience in a relaxed environment. The company opened a flagship in TriBeCa in May.
Around half of the company’s business is in shirts, which start at $99 and are manufactured in Vietnam. The turnaround is 10 days. But the brand also offers suits, sport coats and accessories.