"It's a unique take on the recommendation engine that everybody else is using because you can infer a lot from people's music choices. We start with Spotify information to understand the emotions behind your style choice, and we'll eventually get the looks that fit you best." Julian Eison, CEO and Founder of Eison Triple Thread
Once users download the app, called FITS, they log in to their Spotify account, which gives ETT their listening data, since Spotify's API is open for developers.

They are then prompted to take a lifestyle quiz, which will provide the company with information like what type of field they work in as well as their skin color. Eison says these types of information are important because "we can't recommend you a suit if you work in a creative field, and we know different colors look better on different skin tones."

From there, ETT's algorithm sifts through a user's Spotify data and pairs music genres and favorite artists with styles. The user then looks through these suggested outfits, denoting likes and dislikes with happy and sad emojis. Finally, he's served up ETT pieces that Eison says will properly reflect the user's personality as well as personal style. And because all the company's menswear is made to measure, users can further customize each product, like choosing color pairings or materials.
The root of Eison's idea for using listener data to determine style is the assumption that music lovers want to dress like their favorite musicians. Eison points to the industry of festival music fashion, and how brands cashed in by reflecting the aesthetic of a music event like Coachella and the big acts that perform there. While that business model mimics the shopping behavior of the masses, Eison believes it can get even more granular.

"A guy who was born between 1984 and 1988, likes hip-hop, and works in tech in San Francisco will probably like clothing that's on trend, and so we'll feed him looks based on that demographic and see what he responds to. If someone else likes upbeat music, was born in the '80s, and listens to music from that time, we can gauge that his style is probably similar to Joey [from Friends]. People who listen to '60s music like the Beatles will have suggestions like high-rise jeans and corduroy." Julian Eison


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