One menswear company is taking a deep dive into the psychology of music by figuring out how to suggest clothing for men based on their listening choices.
Racked reports that Eison Triple Thread, a luxury menswear company that’s popular with NBA players including Steph Curry and Damian Jones, is rolling out an app this week that will recommend items from its collection based on users’ Spotify data.
The report quotes company founder Julian Eison saying: “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.”
The report adds: “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. (ETT is not working directly with Spotify, although Eison says the two companies have had ‘conversations.’) 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.’”
The clothing company’s algorith then “sifts through a user’s Spotify data and pairs music genres and favorite artists with styles,” Racked reports. “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 his personality as well as personal style.”