"I want J.J. Threads to be more than just a shopping site," Wich says. "I want it to be a vibrant community and a fun experience, one that reflects the products we offer." Initially inspired by the visually dynamic customization services offered by companies like NIKEiD, Wich and his team took it one step further, building a network that allows users to share their designs and follow other members of the site.
By providing a range of fabrics, customization options, and fits, J.J. Threads is the online equivalent to bespoke tailoring. Customers can browse a comprehensive database of the finest cloths from the world's most respected mills, including Thomas Mason, Monti, Albini, and Liberty of London. J.J. Threads is a network that thrives on creativity, and in addition to a more traditional selection—solid colors, stripes, and plaids among them—the site also offers a rich and ever-evolving variety of unique prints and patterns, including paisleys, florals, and many other eclectic motifs.
Nearly every part of the shirt, from the body to the cuffs, collars, and plackets can be customized, making for highly personalized and unique end products. Wich, who became enamored with Hong Kong's made-to-measure tailoring scene while working in finance, found something missing in the marketplace. "I noticed there weren't a lot of options for laid-back, casual occasions," he says. "Stuff that you'd want to wear on the weekends." Unlike other sites, the range of options is presented in a jovial, fluid layout, which is in line with the brand's spirited ethos.
In a break from the traditional e-commerce paradigm, Wich has built a digital space that supports the customers' creativity. "We don't ask people to conform to what our design team thinks is the best style," he says. "We see ourselves as part of a community of people who express themselves through what they wear." This is a forum that de-emphasizes the idea of "buying" style and shifts the focus to creating one's style. "Offering custom-made shirts is just the first step in enabling men to own their style," he says. No longer are shoppers at the mercy of retailers, but instead empowered to embrace their more adventurous, uncompromising impulses.
Another crucial aspect of the J.J. Threads experience is the interactive, social platform, one that allows users to share their designs, follow other users on the site, utilize others' designs as an inspiration for new ideas, or even purchase those designs outright.
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