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Online high street


ShortList’s guide to the new quality fashion websites that take the pain out of shopping. To redirect to their sites, simply click on the names below...


As much a style magazine as a smart place to see a carefully edited selection of top-end menswear, with interviews, style guides and articles on the cultural history of men’s clothing.

ShortList’s style director’s choice: Beams Plus navy blue cotton blazer £475


Like eBay with extra quality controls, this site allows you to sell your unwanted high-street purchases with a system that both approves each item and makes the transaction secure. “Everyone has clothes in their wardrobe they don’t know what to do with,” says director Natalya Wolter. “This is the way to move those clothes on.”

ShortList’s style director’s choice: Abercrombie & Fitch striped ‘muscle’ polo £20


When online shopping you can miss the shop-based assessment of holding up, touching and even sniffing items. With Smithfield Case you can try before you buy without paying up front, and the clothes are delivered and collected for free. “It’s an effortless way to shop,” says co-founder Jose Ojeda. “Men find it hard picking through the 10,000 shirts that some sites offer. We make it manageable.”

ShortList’s style director’s choice: Paul Smith navy, camel and grey panelled cardigan £160


Specialising in denim, So Jeans aims to be both comprehensive and understanding of how hard it is to find the right jeans. Its SoSelect tool narrows options based on your body shape and taste. “Denim is complicated to buy and brands often don’t offer the right information,” says co-founder Raphael Madar. “So we’re taking a new approach to specialisation.”

ShortList’s style director’s choice: Nunc ‘Waverly Place’ dark denim jeans £109


Hi-tech meets high street as Style Gun offers Bodymap technology to filter the store to find clothes that fit users’ build, colour and style choices. Each garment can then be ‘tried on’ using a 3D virtual model. “It’s about putting science behind style,” says menswear stylist and creative director Rachel Butterworth. “Think of it as a James Bond-ish gadget for precision shopping.”

ShortList’s style director’s choice: Aquascutum navy blue lightweight trench coat £350


Style Pilot’s automated stylist calculates the best clothes for your shape, weight and colouring and then creates an outfit for you. And the more you use it, the better it knows your taste. “Most sites assume you know a lot about fashion,” explains founder Jim Cruikshank. “This is about helping men establish a style for themselves, or to get a complete overhaul.”

ShortList’s style director’s choice: Dr Martens Windsor Lester tan canvas shoes £125


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